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

Coke is releasing limited edition cans, numbered for fans to share score predictions in social media. Mercado McCann

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.

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.