As the official sponsor of this year's Qatar World Cup, Coca-Cola Europe introduces a new golden branding design for the soda can. It develops a series to celebrate the winning team and this is the latest celebratory packaging.
Brand Manager of Coca-Cola Europe Klaudia Pac explains in a brief that it is to "create the people’s trophy, the object of desire that only champions can hold. And et voilà, this is what our team has delivered. The icon—a beautiful, gold, and shiny Coke can." The can comes in both the classic and Zero Sugar versions and each one is detailed with a graphic of the World Cup trophy. Detailed alongside this is a script that reads "FIFA World Cup 2022 Champions."
Gold Trophy-Themed Soda Cans
Coca-Cola Europe Launches a New Can Design Honoring the World Cup
Trend Themes
1. Celebratory Packaging Designs - The trend of creating limited-edition packaging designs to celebrate major events or holidays provides an opportunity for brands to increase sales by enticing consumers to make special purchases.
2. Sponsorship Activation Marketing - Creating marketing campaigns, events, and programs to leverage brand sponsorships of major events like the World Cup provides an opportunity for brands to reach a larger audience and build brand awareness.
3. Collaboration Marketing - Partnering with major events or organizations to create co-branded products, like Coca-Cola's collaboration with FIFA for the World Cup, provides an opportunity for brands to reach new audiences and create unique offerings for customers.
Industry Implications
1. Beverage Industry - The beverage industry can leverage celebratory packaging designs to increase sales and build brand recognition around major events and holidays.
2. Event Marketing Industry - The event marketing industry can create sponsorship activation campaigns for brands to leverage their partnerships with major events and reach a larger audience.
3. Marketing and Advertising Industry - The marketing and advertising industry can create collaboration marketing campaigns for brands to partner with major events or organizations and create co-branded products that appeal to new audiences.