Coca-Cola FIFA World Cup Trophy Tour

Change Needed

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?

The Idea

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

Change Made

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