Coca Cola, Pepsi, Budweiser deliver top three goal-worthy FIFA ad campaigns

From the sea of FIFA ad campaigns rolled out by brands, we chalk-out the top three brands that nailed their World Cup advertising and what makes them stand out.

e4m by Misbaah Mansuri
Updated: Jul 12, 2018 9:00 AM

It’s the time of heart-throbbing excitement for football fans, after all FIFA World Cup 2018 is almost nearing the finals. Also, The World Cup is the biggest of all the sporting events and with the whole world having their eyes on it, its popularity is almost unquestionable. So it’s no surprise that brands pull out all the stops when it comes to advertising. We take a look at the top three brands that totally nailed their World Cup ads and what makes the campaigns cut it.

Coca Cola

Coca-Cola South Pacific announced its 2018 FIFA World Cup partnership by launching a campaign that encourages soccer fans to grab a Coke before the game. Created by Ogilvy, the television commercial shows fans missing the soccer game because they left to buy a Coke at the last minute. The campaign aired during the FIFA World Cup final and throughout other matches as well as across digital, social and points of sale.



The campaign, titled ‘Light up the FIFA World Cup’ and produced by the company’s lead agency Anomaly, has beautifully encapsulated the unparalleled euphoric energy of the world’s biggest sporting event. It features delivery of beer by drones and deployment of noise-activated red light cups. The campaign shows an ambitious beer delivery where drones carry Budweiser from its brewery in St. Louis, Missouri (US), to fans watching World Cup, from Shanghai to Rio de Janeiro, and to Luzhniki Stadium in Moscow.



Pepsi announced its global LOVE IT. LIVE IT. campaign in support of the 2018 World Cup, featuring stars such as Leo Messi, Toni Kroos, Carli Lloyd and Dele Alli. The TVC features the footballers running around a city, firing off blue paint-filled footballs that splatter blue paint all over the players, surrounding architecture and laughing bystanders as they “paint the world blue”


Our take

The common factor about all the three ads is that they established a great brand connect while capturing the spirit of the biggest sporting extravaganza just right! They've been able to tap into the passion of the game which has made consumers resonate with these ads. These ads not only hit in to the emotion of the game but also successfully raise awareness of their respective brands. Lastly, all of them bear in mind that they tick all the right boxes as the ads can be seen across the globe.

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