Dive Brief:
- Coca-Cola unveiled its global campaign as official soft drink sponsor of the FIFA World Cup, with ads that rework Van Halen’s “Jump” as an anthem for fan excitement, according to a press release.
- The brand will release three TV spots in the lead-up to the World Cup in June with the first, “Bubbling Up,” showing everyday fans as they get stoked about the soccer tournament. A second ad, “Uncanned Emotions,” is set to drop in April while the final spot, “No Better Feeling,” is timed to the World Cup kickoff.
- In addition, Coke is running digital and on-site activations and extending its partnership with Panini to include a sticker collection featuring top athletes from around the world. The “All the Feels” effort spans 180 markets and sees Coke positioning sports fandom as a unifying, highly emotional moment for consumers.
Dive Insight:
Coke, one of FIFA’s longest-standing sponsors, is depicting the build-up in fan anticipation for the World Cup with creative that draws on the good vibes of Van Halen’s “Jump.” The synth-heavy ‘80s hit has been reimagined as a brand anthem with help from musicians J Balvin, Amber Mark, Steve Vai and Travis Barker.
In Coke’s first World Cup ad, “Bubbling Up,” people in everyday situations, like standing in a crowded elevator and riding the subway, catch someone watching soccer footage and become unable to contain their emotions. “It’s coming!” they shout as “Jump” swells in the background. Future ads will depict the raw emotions of fandom and the highs and lows of watching the World Cup in action.
"At Coca‑Cola, we believe in the power of shared experiences. Our creative vision for this campaign is to harness the incredible energy of the FIFA World Cup and the rollercoaster of emotions that only this tournament can deliver, transforming them into real, tangible connections,” said Arnab Roy, president of the global category at Coke, in a statement. “Through innovative experiences and compelling content, we're bringing fans closer than ever before, whether they're cheering in digital spaces, local bars, or at-home watch parties.”
The campaign’s thematic throughline of unity comes at a highly fractured time for global politics, with rising tensions between the U.S. and allies in regions like Europe. The World Cup is being hosted across North America, including several U.S. cities. Former FIFA president Sepp Blatter this week signaled support for a proposed boycott of games hosted on U.S. turf.
Beyond the TV elements, Coke is bringing to market several digital and in-person experiences, including a FIFA World Cup 2026 Trophy Tour exhibition that provides a close-up look at the tournament’s top prize and partnerships with football managers and media figures. The brand is also extending its work with sports memorabilia firm Panini to feature collectible athlete stickers that can be acquired through physical and digital activations. QR codes on Coke packaging can also be scanned to enter for the chance to win prizes, such as World Cup tickets.
