Just like the bubbles rise in a soft drink when you open it, you can already feel the excitement for the Soccer World Cup. That visual simile is what Coca-Cola establishes in the first installment of its global advertising campaign for the sporting event, which it has sponsored for almost five decades. In line with its usual invitation to enjoy unique moments, the brand encourages fans to unleash their passion for sport to experience what only this event can offer.
He draws a parallel between his soft drink and how football fans are already giving free rein to their enthusiasm.
“Bubbling Up” is the first of three ads that Coca-Cola has created for the FIFA World Cup, which will be held from June 11 to July 19 in Canada, the United States and Mexico. With it he draws a parallel between his soft drink and the way in which football fans are already giving free rein to their enthusiasm for the sport in different parts of the world, whether by revisiting iconic moments from the tournament over the years or naming their children after players, like Lamine Yamal.
The spot develops to the rhythm of the new musical anthem created by the brand for the event. It is a version of the classic “Jump” by Van Halen, performed by international singers J Balvin, Amber Mark, Steve Vai and Travis Barker, and will soon be officially released. The song aspires to encapsulate the entire spectrum of lived emotions that the competition awakens and celebrate the passion of football fans.
The campaign was worked on with WPP’s Coca-Cola agency, Open X, led by VML.
As the brand points out in a statement, both this ad and the rest of the campaign are focused on underlining Coca-Cola’s deep connection with football, highlighting that the company is FIFA’s longest-standing partner.
The name of the campaign as a whole is “Feel it all”, and alludes to the wide spectrum of emotions associated with football.
“Anticipation, tension, belief, frustration, joy. Sometimes all within a single game“; commented Manuel Arroyo, Executive Vice President and Global Director of Marketing at The Coca-Cola Company, through LinkedIn. “That human truth is the vision behind Feel It All, putting fans’ emotions first and celebrating the full spectrum of what fans experience on game day.”.
After “Bubbling Up”, Coca-Cola has announced that it will launch “Uncanned Emotions” in the month of April, with which it will show the presence of Coca-Cola in the most important moments of the World Cup, portraying the most intense emotions of the fans with a Coca-Cola in their hands. The final installment will be “No Better Feeling,” and it will premiere at the start of the tournament, illustrating Coca-Cola’s role in every emotional up and down of the competition.
Coca-Cola’s intention is to accompany people in the shared emotional experience that is football. “Our creative vision for this campaign is to harness the incredible energy of the World Cup and the rollercoaster of emotions that only this tournament can offer, transforming them into real, tangible connections.” said Arnab Roy, President of the Coca-Cola global category, in a statement.
These connections will be worked on through different experiences and activations. Among them, the Trophy Tour by Coca-Cola, a traveling exhibition that will allow fans to enjoy a unique and up-close view of football’s highest award. The brand also expands its collaboration with Panini to launch an exclusive collection of trading cards.
