Australia – Coca-Cola has launched its FIFA Women’s World Cup 2023 campaign initiative titled ‘Believing is Magic’ which seeks to promote and improve the collective journey of the FIFA World Cup, generating enthusiasm among fans of football worldwide.

The FIFA Women’s World Cup 2023 will be co-hosted by Australia and New Zealand, marking the two countries’ first-ever collaboration. From July 20 to August 20, the event will take place in nine locations, with ten stadiums.

As part of the campaign, Coca-Cola is providing a variety of consumer experiences, including a stadium tour across many places in Australia, where fans may journey through a tunnel filled with games and booths. A special fan-zone area will also allow football fans to capture moments and participate in game booths for a chance to win Coca-Cola tote bags and drink coupons.

Moreover, Coca-Cola’s television commercial will air in New Zealand on July 19 and in Australia on July 20, and it is now available on YouTube. The advertisement, which shows a global community of fans coming together to watch the games, underlines Coca-Cola’s capacity to bring players and supporters closer together. In addition, Coca-Cola will release short films featuring Team Coke athletes such as Ellie Carpenter from Australia, Katie Bowen from New Zealand, Alyssa Naehar from the United States, Wu Hai Yan from China, and Huynh Nhu from Vietnam. 

Kate Miller, marketing director of Coca-Cola Australia, said, “Coca-Cola is committed to bringing people together, and this is at the essence of the FIFA Women’s World Cup. This is more than just a football tournament – it is a celebration of positive change in society and a testament to the spirit of believing in magic.” 

She added, “When we unite and believe in the impossible, anything can be achieved. We want everyone to embrace the power of optimism, see what happens when you believe in magic, and be part of what will be an incredible FIFA Women’s World Cup.”

Hong Kong – With the new football season in Europe underway, Pizza Hut Hong Kong has collaborated with global advertising agency Ogilvy to deliver a limited foosball pizza box to customers, that can be availed through a game in social media.

The new limited edition item is part of the brand’s dedicated football campaign “12th Player Club.” It is specially designed with a fully playable foosball table integrated into the lid of the box.

Pizza Hut has commissioned five special boxes to be up for grabs. The company has asked interested customers to follow a simple set of mechanics on its Facebook page, where one of the requirements is a membership to the brand’s football interactive platform “Best 12th Man Club.”

“Pizza Hut’s ‘12th Player Club’ campaign is ramping up to encourage football fans who are stuck isolated at home to get into the football spirit, while tucking into great tasting pizza,” said Ogilvy in a press release.

Marketing Director Wendy Leung shared that the special packaging is the brand’s way of reminding football fans that pizza goes best with football.

“We always want to go above and beyond when catering to our audience and given how fatigued the community has been this year, offering fun beyond just food, and bringing an experience like this to life right in your pizza box, is the perfect way to make people smile,” said Leung.

Meanwhile, John Koay, executive creative director for Ogilvy Hong Kong added, “A lot of football fans have been stuck at home during these past few months, so we wanted to bring the fun and flavor to them. The Foosball Pizza Box is a great packaging idea that brings together the football action and delicious pizza for a memorable meal experience that you can share with friends.”

The campaign runs from 6 October to 20 October.