"The campaign is meant to empower all athletes, and that inclusivity carries over to distribution. It's a combo of TV, media, and social, and we'll have it in 50 markets around the world."
"The campaign, built with modern fan behavior in mind, will utilize platform-native formats, athlete-led storytelling, and creator content to show up where fans are already engaging."
"It is less about treating social as an add-on, and more about building content that can live credibly across social, athlete, and creator touchpoints from the start."
Powerade's 'Power Your Fate' campaign for FIFA World Cup 2026 aims to engage fans globally and locally. Featuring athletes like Lamine Yamal and Rodrygo Goes, the campaign emphasizes inclusivity and encourages participation from athletes at all levels. The strategy includes a TV spot and a strong social media presence, tailored to each market. Coca-Cola's approach integrates modern fan behavior, utilizing platform-native formats and creator content to connect with audiences effectively. The campaign reflects Coca-Cola's evolving investment in social and digital marketing.
Read at Digiday
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