Game on: Brands riding the wave of FIFA euphoria

The action-packed season is witnessing some interesting global campaigns that personify the heart-throbbing excitement of the sporting extravaganza while getting their brands lots of visibility

e4m by exchange4media Staff
Updated: May 23, 2018 9:54 AM

A total of 32 teams from around the world will come together in Russia to compete in one of the biggest sporting events of the globe - FIFA World Cup. If the figures by FIFA and Kantar Media are anything to go by, over time, an estimated 280 million people have watched the matches. That said, it should be no surprise that several brands have been leveraging on its sky-rocketing reach. The action-packed season is witnessing some interesting global campaigns that personify the heart-throbbing excitement of the sporting extravaganza while getting the brands a lot of visibility.

Coca Cola

Coca-Cola South Pacific has 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 will air during the FIFA World Cup final and throughout other matches as well as across digital, social and point of sales. Alongside the television ad, limited edition FIFA World Cup themed packaging will be available in stores.

Budweiser

The campaign, titled ‘Light up the FIFA World Cup’ and produced by the company’s lead agency Anomaly, aims to encapsulate 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.



ITV

ITV kicked off its promo campaign for the World Cup with a TV spot that asks football fans to forget past disappointment and glories and instead focus on the possibilities that this year’s competition offers. The 60-second ad, created by its in-house agency ITV Creative, includes moments from past World Cups including Diego Maradona’s Hand of God in the 1986 quarter-final between England and Argentina and Paul Gascoigne’s tears at Italia 1990, as well as England’s victory in 1966. But instead of focusing on them, it encourages fans to look ahead at what could happen in Russia, with the aim of building up hype and momentum for what ITV believes will be “the most unpredictable World Cup in decades”.



Pepsi

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”.

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