SHANGHAI, July 20, 2026 /PRNewswire/ — Because the 2026 FIFA World Cup drew to an in depth, the Chinese language nationwide group was absent from the pitch, however the ardour of Chinese language followers remained robust. Going through this actuality, Coca‑Cola launched the “This Second Toast to our FIFA World Cup” marketing campaign throughout China, remodeling the worldwide match right into a celebration that each client might name their very own.
On the closing get together of the Coca-Cola FIFA World Cup Fan Gathering on July 19, in Beijing, China, Coca-Cola efficiently set a brand new Guinness World Data title for probably the most contributions to a web based photograph mosaic – which got here collectively to type a large TIFO in a digital panorama. Main as much as this second, TIFOs had traveled throughout soccer grounds and metropolis leagues nationwide, inviting followers to affix. Their late-night viewing moments and the enjoyment of sharing a Coca‑Cola had been woven into a large TIFO, preserving particular person recollections and making them a collective legacy.
The customized anthem “JUMP,” carried out by Coca-Cola Model Ambassador Liu Yuning and worldwide artist J.Balvin, blended conventional Chinese language people music with international rock rhythms, crafting a World Cup anthem tailor-made to Chinese language followers. Its MV featured a purple TIFO throughout Chinese language landmarks, bringing native ardour to the world stage. By scanning QR codes on Coca‑Cola packaging, followers might be part of the TIFO — turning each can into their very own solution to cheer for the World Cup.
Coca‑Cola additionally launched an actual‑time AI avatar of Chinese language soccer icon Fan Zhiyi — an interactive companion for dwell sports activities viewing. Powered by Baidu Yijing, it gives 24/7 conversations with followers. Recreating Fan with outstanding constancy, the avatar lets customers talk about match motion, share insights and converse naturally all through the match. In contrast to pre‑programmed digital characters, it delivers a dynamic, all the time‑on expertise — transferring Coca‑Cola from submit‑match content material to in‑match participation, whereas setting a benchmark for Chinese language AI in main sporting occasions.
Coca‑Cola’s marketing campaign went past model communication — it confirmed how a world model can change into a part of shoppers’ lives — connecting via shared experiences and co-created moments. Music stirred feelings, TIFO embodied co-creation, and AI delivered companionship. When the match ended, what stayed weren’t advertising and marketing messages, however the pleasure of sharing a Coca‑Cola with pals, the pleasure of being a part of the TIFO, and the enjoyable of chatting with AI Fan Zhiyi. That is the essence of a brand-consumer relationship.
