In late January, Coca-Cola began releasing part of its first global campaign ahead of the 2026 FIFA World Cup.
The campaign, titled “All the Feels,” includes television advertisements, plus on-site experiences, brand partnerships, and digital activations.
Inside Coke’s World Cup Television Campaign
The soda brand’s campaign consists of three feeling-driven TV commercials:
- Bubbling Up: The first part of the TV campaign series was released in late January. The minute-long commercial showcases everyday moments, from people on public transport to employees working in an office, gearing up in anticipation of the World Cup with Coca-Cola bottles in hand and a reimagined version of Van Halen’s Jump playing in the background.
- Uncanned Emotions: The second ad of the lineup is scheduled to launch in April. Also, with Coke in hand for emotional support, the people in this commercial showcase realistic reactions and a raw buildup of emotions tied to the upcoming sports event.
- No Better Feeling: The last of Coke’s three World Cup commercials is scheduled to air in June, as the World Cup 2026 kicks off. Rather than an anticipatory tone like the first or an intense build-up like the second, this commercial emphasizes the full FIFA fan experience, from losses to victories. The people featured in this ad also turn to Coke as part of these emotional moments.
Other Ways Coke is Marketing to World Cup Fans Beyond TV
Coca-Cola is not only unleashing three powerful TV commercials before the global football event, but they’re also marketing to FIFA fans in other ways.
The soda company has been releasing social content in relation to the upcoming game, along with ongoing on-site and digital activations. Additionally, Coke has been on its FIFA World Cup Trophy Tour since January 3, 2026, “a global exhibition that allows fans to enjoy a rare, close-up view of football’s greatest prize.”
Coca-Cola also confirmed its partnership with Panini, which will be rolling out near the final qualifiers. According to Coca-Cola, “This collaboration will introduce a custom sticker collection, featuring athletes from some of the world’s biggest clubs and federations, that helps immortalize some of the most iconic players and teams competing. Fans and collectors will have both physical and digital opportunities to collect their favorite players from their favorite clubs and federations.”
Apart from its collaboration with Panini, Coca-Cola has other partnerships in store, including one with a well-known football manager and football media leaders to help amplify its content.
Using Emotion to Reinforce Brand Loyalty
According to Coca-Cola, “The campaign underscores Coca‑Cola’s deep connection with football, leveraging its status as one of FIFA’s longest-running partners. By embracing the ride of every high and low, Coca‑Cola aims to refresh fans as they navigate the emotional rollercoaster of football’s biggest event. ”
By showcasing realistic experiences and raw human emotions alongside their campaign, Coca-Cola is able to closely resonate with FIFA fans. Not only does the use of emotion create more buzz, enhance recall, and help create a stronger brand connection, but with emotion being universal, Coca-Cola can successfully market across the cultures and countries being targeted by their FIFA campaign.Other companies, too, can use emotion in their advertising to enhance their campaign success. Avenue Z utilizes strategic communications and AI-powered insights paired with human creativity to help brands deliver the right message to the right target audience.
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