Trending PR Campaigns
World Cup 'Trophy Tour' & Stadium Activations
Coca‑Cola staged a global World Cup activation — a multi‑stop ‘Trophy Tour’, experiential retail activations in over 20 million outlets, huge social content reach and an army of creators, while Powerade sponsored the tournament’s hydration breaks — designed to drive brand attention and share of voice during the tournament rather than launch a new product.
Why it worked: It hijacked a fixed global news moment and inserted a proprietary ritual (hydration breaks) plus hard reach metrics, giving journalists concrete upside.
The lesson: Consider piggybacking a scheduled tentpole with a brand-owned ritual or rule change and quantify impact with simple, verifiable reach or sales data.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Coca-Cola World Cup marketing effort scores bigger-than-expected rewards | Tuesday 28th July, 2026 |