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One platform for global traditional assets
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Why Coca-Cola has made World Cup TV ads one part of its sports marketing play
Coca-Cola’s Powerade brand launched its “Power Your Fate” campaign for the FIFA World Cup 2026, featuring athletes and creators across 50 markets. The strategy emphasizes a social-first, 360-degree approach, integrating TV ads with platform-native content, athlete storytelling, and influencer collaborations. Coca-Cola aims to engage fans where they already are, utilizing both digital platforms and real-life activations to encourage user-generated content and shared experiences.