On September 4, 2022, two weeks before the kick off of 2022 FIFA World Cup Qatar, Coca-Cola, the largest beverage company and an official sponsor，released an official 60 second advertisement called “Believing is magic”. During this wonderful ad, a young girl buys a bottle of Coca-Cola and drinks some, and then she walks on the street. Then suddenly, she can see red smoke in the sky, a single piece of colorful paper flying down, then she hears cheering. A lot of soccer fans fills the street. She then realizes how exciting and how magic a soccer match can be. In the end, she goes home to watch a soccer match on TV.

This 60 second sports advertisement is just one of Coca-Cola’s colorful activities. In addition to this, Coca-Cola will also include new variations of packaging with highlight country colors and shared promises. This new colorful packaging will include Coca-Cola white, red and black, team color graphics, the FIFA World Cup sponsorship logo. According to the news, twenty promises will be made in order to support its World Cup Campaign “Believing is magic”.

Coca-Cola also released three colorful films “Tattoo”, “Shave”, and Run”. According to the news, these three films also represent three soccer fans’ three commitments if their national team wins the world cup: get a tattoo, shave their hair, run to work. Every commitment represents a promise that can be shared with other soccer fans.

Coca-Cola has been an official sponsor of FIFA World Cup Since 1978. In 2015, Coca-Cola and FIFA reached an agreement to extend its sponsorship until 2022. In 2018, Coca-Cola’s sales volume jumped about 6.4 % after 2018 FIFA World Cup Russia. In the event of 2022 FIFA World Cup Qatar, Coca-Cola is one of the 7 FIFA corporate partners, along with Adidas, Hyundai-Kia, Qatar Airways, Qatar Energy VISA, and Chinese Wanda.

The Coca-Cola Company is the world’s largest beverage company and one of the largest corporations in the United States. Its flagship product was Coca-Cola or “Coke” that was invented in 1889 by a pharmacist called John Stith Pemberton. Besides its Coca-Cola Beverage, Coca-Cola has about 400 brands in more than 200 countries and regions in the world and it serves about 1.5 billion customers every day.

According to Brand Value (China) Network, the fact that Coca-Cola has sponsored the FIFA World Cup for more than 40 years shows that Coca-Cola’s marketing strategy is consistent and successful. Its sponsorship benefits not only the FIFA World Cup but also the soccer stars, soccer fans, and the whole sports community. According to China Brand Value Evaluation Standard, Coca-Cola’s long commitment to world Sports will improve it rankings at Daguan · World Brand Value Top 900.

On the ranking of “The 2nd Daguan· Keweiwei World Brand Value Top 900” released on January 13, 2022, Coca-Cola’s brand value was 158.018 billion RMB, ranking the 149th.

Author:   杨瑞安

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