Coke Launches World Cup Campaign, With Numbered Cans to Share Your Score Predictions

Ad lineup includes the brand's first virtual spokesman, set in a video game

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.


For the FIFA World Cup 2018, Coca-Cola and Mercado McCann are pulling out all the stops. The brand and agency have launched a global creative campaign that will run in 200 countries, featuring three ad spots in conjunction with a limited-edition Coke can design, sporting numbers zero through nine so fans can share their score predictions on social media.

The campaign’s central idea is “Being Ready,” urging soccer fans to load up on Coke in advance of the World Cup.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in