The FIFA World Cup has brought a new wave of football-themed Coca-Cola products to Australian shelves. As an official FIFA World Cup sponsor and Football Australia partner, the brand has released 18 collectible country cans, alongside Coca-Cola Classic and Coca-Cola Zero Sugar 10-pack cans featuring four CommBank Socceroos players.
The packs launched in Coles stores on 10 June, a day before the tournament kicked off, as part of a broader campaign spanning retail, digital and out-of-home channels. YouGov BrandIndex data shows football fans responded more quickly than Australians overall, with stronger gains in both Buzz and Purchase Intent during the campaign’s opening weeks.
Buzz scores reflect early campaign momentum
Buzz, a measure of whether consumers have heard something positive or negative about a brand in the previous two weeks, increased among the national representative population following the launch of Coca-Cola’s FIFA World Cup campaign. The score rose from 12.6 on 10 June, when the limited-edition packs reached Coles stores, to 14.5 by 29 June.
Among Australians who say the FIFA World Cup is one of their top interests, Buzz climbed from 19.4 on launch day to 23.1 just six days later, before easing in the second half of the month.