Coca-Cola celebrates football as shared experience in new Women’s World Cup campaign
Coca-Cola has released its FIFA Women’s World Cup 2023 campaign, highlighting the shared experience of sports and its power in bringing people together.
The campaign, ‘Believing is Magic’, has multiple components, including a 30-second TVC that will air in Australia from 20 July, and short films that feature individual players across Coca-Cola’s social channels.
The hero film showcases different players’ journeys of reaching the global tournament, and fans from all over the world joining each other with a bottle of Coca-Cola in their hands.
Stadium activations in Stadium Australia (Sydney), Brisbane Rectangular Stadium and Eden Park (Auckland) will feature a Coca-Cola tunnel.
Meanwhile, Fan Zones activations at Tumbalong Park (Sydney), Federation Square (Melbourne) and The Cloud (Auckland) will have recycling stands and selfie-photo walls with giveaways.
Kate Miller, marketing director at Coca-Cola Australia said, “Coca-Cola is committed to bringing people together, which is reflective of the essence of the FIFA Women’s World Cup.
“It is more than just a football tournament – it is a celebration of positive change in society and a testament to the unwavering spirit of believing in magic. When we unite and believe in the impossible, anything can be achieved.”
Coca-Cola has supported every FIFA Women’s World Cup since the inaugural tournament in 1991.
Women’s World Cup 2023 will begin in Australia and New Zealand from 20 July.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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