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The FIFA World Cup 2022 is surrounded in controversy, and as an official sponsor of the tournament – this makes driving positive earned media coverage more difficult than ever.
So how can we capitalize on national fandom in a culturally relevant way, to launch Coca-Cola’s FIFA World Cup campaign, and deliver the official Trophy Tour?
Launched a campaign in a culturally relevant way – by taking over the iconic SliderCuts barbershop and giving out free trims in exchange for fans sharing their World Cup promises.
Followed up with key media activity at the Global Trophy Tour stops in Cardiff and Stansted with a considered PR approach to ensure positive coverage for Coca-Cola
26 pieces of coverage
100% neutral to positive sentiment
1.5B total circulation
21 social media hits
10.4M social reach
15.4K social engagements