Coca-Cola HK on capturing the 'emotional rollercoaster' of the World Cup

For football fans, a FIFA World Cup match isn't just a game—it’s a 90-minute emotional rollercoaster of breathless anticipation, collective roars, and shared heartbreaks. While Hong Kong may be miles away from the stadium pitch, the city's pulse beats just as fast in living rooms, sports bars, and late-night watch parties. Capturing this raw, collective energy is at the heart of Coca-Cola’s global "Feel it all" campaign.

In an exclusive interview with MARKETING-INTERACTIVE, Iris Lee (pictured), general manager for Hong Kong and Macau at The Coca-Cola Company, said with every high, low, and heart-stopping moment, Coca-Cola is there as an uplifting companion for fans — not just as a beverage, but as a true supporter through every feeling.

"We brought that idea to life in a distinctly local way. We know every fan has a favourite team, and while Hong Kong fans may not be physically onsite, that does not stop us from living and breathing every match — whether in the stands, in our living rooms, or out on the streets."

For Coca-Cola, the value of the product is intrinsically tied to the experience of the consumer. Lee believes the brand is far more than a source of refreshment. "Every sip is elevated by the shared moments it accompanies: a celebratory toast, a nervous hush before a penalty, the eruption of joy after a goal, or even the quiet heartbreak after a narrow miss. That is where the emotional value lies."

To ground this emotional connection in Hong Kong’s unique culture, the brand looked closely at local habits—specifically the city's vibrant late-night viewing culture and its deep love for collectibles. This insight led to the rollout of 10 limited-edition FIFA World Cup packs featuring fan-favourite teams, creating an immediate connection at retail touchpoints.

Highlighting the 12th player

Coca-Cola’s strategy also represents a shift in focus from the superstars on the pitch to the fans in the stands and at home. Lee refers to these passionate supporters as the real game-changers whose energy fuels the magic of football.

That is why we are spotlighting the '12th player' — Hong Kong fans who inspire their teams, drive them forward, and make every match unforgettable.

This philosophy directly inspired the team Coke GOAL cheer station, an interactive local space where fans can unleash their passion. Utilising voice-sensing technology, the activation allows fans to turn their physical cheers into live digital scores and see themselves rendered in their squad’s official colours. To cement the memory, each participant is recognised with a personalised “12th player fan flashcard”—which Lee describes as "a small trophy for big hearts."

To amplify this emotional resonance across demographics, Coca-Cola welcomed global ambassador BTS’s V into the campaign to bridge generational gaps and drive broader lifestyle appeal.

Lee said, "Through these efforts, we extended the campaign into everyday consumption occasions, enabling our partners to share in its success, deepening the emotional connection between Hong Kong fans and the beautiful game, and turning every match day into a winning moment for the wider community."

While specific internal financial metrics remain confidential, Coca-Cola assesses ROI through continuous monitoring of campaign performance across both brand and business indicators, Lee added. "This includes visibility, engagement, social listening, audience sentiment, and the campaign’s ability to drive participation, cultural relevance, and incremental business impact during the activation period."

Lee believes the most meaningful evaluation comes from looking at both quantitative and qualitative data together — not just to measure short-term results, but also to understand how a campaign strengthens brand connection and contributes to longer-term growth. "For recruiting new customer segments, the FIFA World Cup reshapes daily routines — late-night watch parties, morning commutes, social gatherings," she said. 

We go beyond the 90 minutes and make sure Coca-Cola is the natural companion to those new occasions, bringing in both the hard core footballs and casual viewers to us.

Ultimately, Lee noted that great marketing today is the marriage of emotional resonance and hyper-local relevance—knowing not just what people buy, but how they live, what they feel, and what they aspire to.

"In doing so, it showed how emotional resonance through every sip and hyper-local relevance through every story can deepen the connection between a brand and the city it calls home. But strong insight alone is not enough — great marketing also demands executional excellence, commercial discipline, and creative courage," she added.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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