With the 2026 FIFA World Cup quick approaching, Coca-Cola is staking out its place on soccer’s greatest stage.
The model this week launched “All of the Feels”, a worldwide marketing campaign marking Coca-Cola’s twelfth FIFA World Cup as an official accomplice and almost 5 many years tied to the event.
The trouble positions Coke as a relentless companion by way of the emotional highs and lows of World Cup fandom, from pre-match anticipation to last-minute heartbreak.
The marketing campaign debuts with “Effervescent Up,” the primary of three TV spots rolling out within the lead-up to FIFA World Cup 2026. The advert captures pre-tournament pleasure spilling into on a regular basis life, following a fan whose giddy nerves take over a crowded rush-hour elevator.
The 30-second movie additionally provides a preview of Coca-Cola’s new World Cup anthem—a reimagined model of Van Halen’s 1983 hit “Leap”—carried out by J Balvin, Amber Mark, Steve Vai, and Travis Barker forward of its official launch.
“Effervescent Up” will likely be adopted by “Uncanned Feelings” in April and “No Higher Feeling” when the event kicks off in June.
In keeping with Islam ElDessouky, world VP of inventive technique and content material at The Coca-Cola Firm, the work is rooted in a easy perception: watching soccer is an emotional curler coaster.
“Our primary focus has at all times been the followers,” ElDessouky informed ADWEEK. “It’s the followers in entrance of the TVs, in fan zones, touring to stadiums. We’re a companion to their total expertise.”
Developed with Coca-Cola’s in-house groups and WPP’s Open X, the marketing campaign leans into the depth of matchday feelings. ElDessouky recalled being impressed by a dialog with a colleague, who stated they wanted to step away from a very intense recreation, seize a Coke, and reset.
“Soccer goes so deep when it comes to feelings,” ElDessouky stated. “If you wish to go private, native, and world, that you must faucet into the emotional territory, not the rational.”
“All of the Feels” will broaden throughout digital, social and on-the-ground activations all through the event. That features Coca-Cola’s ongoing partnership with Panini, that includes a customized World Cup assortment with each bodily and digital codecs, in addition to the FIFA World Cup 2026 Trophy Tour by Coca-Cola, giving followers close-up entry to the game’s most coveted prize.
