Coca-Cola Launches ‘Believing Is Magic’ Global Campaign For FIFA World Cup 2022

By Barry Janoff

August 31, 2022: With less than three months until the FIFA 2022 Men’s World Cup in Qatar, Coca-Cola has launched a multi-platform global campaign, “Believing is Magic.”

The effort “celebrates the passionate journey of football fans,” who have waited more than four years for the tournament.

The World Cup is scheduled for Nov. 20-Dec. 18.

“These last few years have been challenging for major sports events,” Brad Ross, Coca-Cola vp-global sports and entertainment marketing, said via the company.

“The Tokyo Olympic Games were postponed due to COVID-19, and the FIFA World Cup was pushed to November to ensure mild temperatures for teams and fans.

“The world is clearly excited to celebrate a sense of normalcy again, and this is a big milestone.”

Coca-Cola has partnered with FIFA since 1974.

Partners also include adidas, Hyundai/Kia, Qatar Airways, Qatar Energy, Visa and Wanda Group.

The initial effort features several spots (with more to come) enhancing the “Believing Is Magic” theme, looking at the devotion people have to their team and, in turn, inviting them to be part of the campaign.

In “Street,” a young woman opens a bottle of Coke and finds the empty streets of her town transformed into a FIFA World Cup party and parade, and sees on TV similar parades in other parts of the world. The tag line offers, “Coca-Cola: Official sponsor of the magic of the FIFA World Cup.”

A second generic spot, “Bar,” sees friends in an overcrowded neighborhood bar saving a seat for their late-arriving pal, who shows up just in time to watch the match.

In “Family Stadium,” an average family living room is filled with a diversity of people, much like a soccer stadium, when the World Cup is on TV.

"This is such an incredible opportunity to bring to life our brand values in an authentic way on a global stage."

A suite of digital films “captures the full extent of fans’ devotion for their beloved teams,” according to Coca-Cola.

In “Shave,” man whose friends and relatives all have long hair promised to shave his head if his team won the World Cup (which apparently it did judging by his bare dome).

“Run” shows a man who promised to run to work rather than take mass transit “if we win,” even in the rain.

In “Tattoo,” woman promised to get a tattoo of her boyfriend “if we win,” although not of her current beau.

A digital hub enables people to compete and predict winners of FIFA World Cup matches, connect to social platforms and “share emotions, excitement and memories.”

 The “Believing is Magic” campaign also includes the FIFA World Cup Trophy Tour by Coca-Cola, which is bringing the solid-gold Original FIFA World Cup Trophy to 51 countries and territories, including for the first time every nation participating in the World Cup..

Via a partnership with Panini, the official licensed sticker album of the FIFA World Cup 2022, people can collect 14 exclusive player stickers found under the Coca-Cola label.

Coca-Cola is working with retail partners to create in-person opportunities for people to come together, trade stickers and create digital albums.

“This year’s campaign includes several firsts for us,” said Ross. “Including the FIFA World Cup Trophy Tour’s first-ever visit to all 32 qualifying countries, to our first effort to build a digital community of football followers and inviting them to make their own 'Believing is Magic' promises — and integrate them into our content—and to predict winners and scores throughout the tournament.

“We’re leaning into digital, and engaging influencers to create on behalf of our brands, more than ever. This is such an incredible opportunity to bring to life our brand values in an authentic way on a global stage, and I couldn’t be prouder of our team for building this program over the last three years."

FIFA World Cup: Two Million Tickets Sold

Back to Home Page