Delivering magic to customers during the FIFA World Cup

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Stephen Lusk

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We’re on the eve of the 2022 FIFA World Cup final and I’m sure football fans across the world are eagerly anticipating the conclusion of the tournament.

It’s a big moment for Coca-Cola. Coca-Cola has been a FIFA partner since 1974 and an official World Cup sponsor since 1978.

It’s also a big moment for our customers. Consumers love the FIFA World Cup - it’s a time to come together to celebrate magical sporting moments and create memories with family and friends. And we see this reflected in people’s spending habits.

Supermarkets and convenience stores have seen consumers stocking up with drinks, snacks, and meals to enjoy while watching their favourite teams with friends and family at home.

At CCEP, we’ve been working hard with these customers to help them during the tournament - making sure our great drinks - like Coca-Cola, Diet Coke, Coca-Cola Zero Sugar, Fanta and Sprite - are easily available to consumers.

In-store that means placing them in key locations throughout the shop – not just in the drink’s aisle. That might be next to the pizzas and ready meals for mealtimes shared when watching the match, or with the snacks or alcohol for those hosting World Cup gatherings with friends and family.

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An example of some our of great in-store execution from Indonesia. 

We take the same mindset online – working with customers so our drinks also appear alongside the right products on digital shopping aisles. E-commerce and quick-commerce customers also have a huge role to play, with consumers – particularly in urban areas – making last minute orders before kick-off.

We’ve also had special promotions and limited editions packs in many of our markets helping to create the perfect in-store and digital shelves.

Similarly, restaurants, bars and cafes will have seen a big increase in consumers coming to their venues to watch the games. For these customers, we’ve been working to create helpful point of sales materials and stocking them up with our most popular drinks.

All of these efforts have been made with a crucial goal in mind – to help create value for our customers. We pride ourselves on the quality of service we provide our customers and I’m confident with the steps we’ve taken, CCEP will have helped its customers have a great FIFA World Cup and grow their businesses.

The 2022 FIFA World Cup is also a big moment for our colleagues. The Coca-Cola Company has exclusively supported the FIFA World Cup Trophy Tour since 2006 - offering millions of people the opportunity to experience the Trophy and build excitement ahead of the tournament.

During 2022, the Original FIFA World Cup Trophy travelled to 51 countries and territories, including 11 new countries. For the first time, the Original FIFA World Cup Trophy visited all 32 qualifying nations, bringing the real magic of the world’s largest, most anticipated sporting event directly to fans. 

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A selection of our FIFA World Cup 2022 promotions and limited edition packs from across our markets.

This year, we’ve been lucky enough to host the Trophy at some of our sites and offices.

Keep an eye out for our products in the market and enjoy the final.