Coca-Cola brings World Cup cheer to Hong Kong fans

Coca-Cola has launched 10 FIFA World Cup limited-edition packaging designs in Hong Kong, alongside a citywide interactive campaign, inviting local fans to voice their support for their favourite teams.

With the FIFA World Cup 2026 set to kick off on 12 June, Hong Kong time, Coca-Cola, as an official partner, aims to unite football fans across Hong Kong and capture the intense emotional rollercoaster of the tournament.

By treating every key match moment as "Coke time," the campaign celebrates the passion of fans, who Coca-Cola sees as the essential "12th player" cheering their teams on from outside the pitch. With its uplifting and refreshing taste, Coca-Cola is there for fans through every high and low, turning every shared sip into a boost of energy and support as they follow their favourite teams.

Also known as "Feel it all with Coca-Cola", the campaign is done in collaboration with creative agency NoTwo HK, PR agency Ernest and Donald Marketing Communications, as well as production agency Button Creatives. It is running throughout the FIFA World Cup 2026 period.

A spokesperson from Coca-Cola told MARKETING-INTERACTIVE that the campaign is designed for everyone in Hong Kong, from dedicated football enthusiasts to those simply drawn to the global cultural moment.

Tapping into the Hong Kong market, Coca-Cola has introduced 10 limited-edition can designs that celebrate the teams most beloved by local football fans, aiming to drive collection through product localisation and collectability. Inspired by these 10 popular teams, each design draws from the squad's signature colours and incorporates geometric patterns, along with the team's three-letter code, the official FIFA World Cup 26 logo, and the iconic trophy emblem.

The FIFA World Cup theme and each team's unique character are blended into Coca-Cola's classic red can, preserving the brand's iconic look while featuring the distinct style of each team. The limited-edition packaging is now available in Hong Kong, and exclusive limited-edition Coca-Cola merchandise is available for redemption across multiple retail channels. 

To further engage with Hongkongers, Coca-Cola has rolled out a TV commercial featuring its brand ambassador, Korean superstar BTS V, leveraging him to build emotional resonance and draw immediate visual attention. From a fan's perspective, he captures the emotional rollercoaster of watching a match - the tension, the anticipation, and the burst of joy. The video highlights that every key moment of the FIFA World Cup is “Coke time”, with Coca-Cola there to help everyone "feel it all."

To maximise customer touchpoints, Coca-Cola has launched the “Team Coke GOAL cheering station" during the FIFA World Cup, inviting fans to become the 12th player and cheer loudly for their favourite teams before each match. Inside the cheering station, a voice-sensing sensor captures the volume of each fan's cheers and converts it into a score - the louder the fan, the higher the score.

The system also takes a live photo and uses AI-powered transformation to overlay the fan's chosen team jersey and themed background, then instantly prints a physical "12th player fan flashcard." The 10 fans with the highest scores can win extra prizes, including limited-edition Coca-Cola merchandise, driving both engagement and repeat visits.

Furthermore, Coca-Cola has partnered with major retail channels across Hong Kong - supermarket chains, convenience retailers, specialty stores, and ecommerce platforms - to deliver a tiered merchandise redemption programme. Consumers purchasing Coca-Cola products unlock exclusive lifestyle premiums including FIFA World Cup jersey keychains, snack bowls, and collectible tote bags.

Coca-Cola has rolled out a robust 360-degree marketing mix, including high-impact outdoor billboards featuring V across Hong Kong, a strong digital presence on Instagram and Facebook for real-time updates and interactive content, plus experiential pop-ups and in-store point-of-sale activations.

Kelvin Au, Coca-Cola brand lead, Hong Kong and Macao, said: "The beauty of the FIFA World Cup is that it is a collective emotional journey shared by millions. While there are only 11 players on the pitch, we believe the true force of the game comes from the fans - the ‘12th player’ - whose voices and passion can turn any match into an unforgettable memory. With every high, every low, and every heart-stopping moment, Coca-Cola is there alongside the fans, uplifting and refreshing them on their emotional rollercoaster.”

“Through our limited-edition packaging, interactive AI cheer stations, and our partnership with BTS V, we want to ensure that every fan in Hong Kong has the perfect companion to celebrate, commiserate, and truly ‘Feel It All’ this summer - because there’s no better feeling than sharing these moments together,” Au added. 

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