Coca-Cola has unveiled its campaign for the FIFA Women’s World Cup 2023, emphasizing the collective experience of sports and its ability to unite people.
Dubbed “Believing is Magic,” the campaign consists of various elements, such as a 30-second television commercial scheduled to broadcast in Australia starting on July 20. Short films showcasing individual players will also be featured across Coca-Cola’s social media platforms.
The upcoming FIFA Women’s World Cup 2023 will be co-hosted by Australia and New Zealand, marking the first-ever collaboration between two nations to organize this prestigious event. This unique partnership symbolizes the belief in the enchanting power surrounding the tournament.
As the largest women’s sporting event globally, the FIFA Women’s World Cup has gained significant momentum in women’s sports. With 32 teams competing and an estimated two billion viewers expected to follow the tournament, the 2023 edition promises to be the most thrilling sporting event of the year.
Coca-Cola, a proud supporter of every FIFA Women’s World Cup since its inception in 1991, invites fans to witness the magic as players chase their dreams on the global stage. The partnership between Coca-Cola and the FIFA Women’s World Cup embodies the principles of optimism, inclusion, equality, and progress that drive the world of sports and inspire individuals worldwide.
Coca-Cola has curated a range of consumer experiences to celebrate this historic event. The centerpiece of the campaign is a captivating hero film that showcases fans from around the world coming together to watch the games, cheer for their favorite teams, and enjoy an ice-cold bottle of Coca-Cola. This film captures the essence of the magic that inspired these heroes to reach the world stage and brings fans and players closer.
In addition to the hero film, Coca-Cola will share inspiring player stories on its social channels. These stories will highlight the remarkable journeys of Team Coke players, including Australia’s Ellie Carpenter and New Zealand’s Katie Bowen, who have overcome obstacles to achieve greatness in the sport.
Coca-Cola will host engaging activations throughout the tournament at stadiums and fan zones. Football fans attending matches at Stadium Australia in Sydney, Brisbane Rectangular Stadium, and Eden Park in Auckland will have the opportunity to experience the magic firsthand. At these locations, Coca-Cola has set up experience tunnels where fans can immerse themselves in the excitement and capture memorable photos.
At the Fan Zones located in Tumbalong Park (Sydney), Federation Square (Melbourne), and The Cloud (Auckland), fans can visit Coca-Cola recycling stands and selfie-photo walls. These activations encourage fans to celebrate and share magical moments, promoting recycling and sustainability. Coca-Cola has provided nearly 500 waste and recycling bins across the stadiums and fan zones, urging spectators to recycle their bottles and cans. The company is also investing in a new smart bin trial to minimize waste contamination and encourage responsible consumption.
Aligned with the FIFA Women’s World Cup’s positive change and inclusion theme, Coca-Cola will host a one-day diversity and inclusion summit in Sydney. The summit, scheduled for August 18, aims to promote further progress for women and underrepresented groups in business and society.
Kate Miller, Marketing Director at Coca-Cola Australia, emphasizes the significance of the FIFA Women’s World Cup as a celebration of positive change and the unwavering spirit of believing in magic. She invites everyone to embrace the power of optimism, witness the magic, and be part of the incredible journey at the 2023 FIFA Women’s World Cup.
With Coca-Cola’s “Believing Is Magic” campaign, the FIFA Women’s World Cup 2023 is set to captivate audiences worldwide, uniting football fans and inspiring them to believe in the impossible. As the tournament approaches, excitement builds, promising an unforgettable event filled with magical moments on and off the field.