Coca-Cola Brings Back Fan-Centric Campaign for 2026 Football Season
Coca-Cola is reviving its 'Fan Work Is Thirsty Work' campaign for the 2026 football season, focusing on the passion and rituals that make game day special.
The campaign will run across various platforms, including TV, social media, digital, experiential events, retail, commerce, and PR. It aims to connect with fans from tailgates and watch parties to stadiums, retail stores, and online communities.
Coca-Cola is using real fan stories, creator partnerships, and live experiences to celebrate the everyday efforts of football fandom. A refreshed 'Scream' TV spot will showcase fans giving their all wherever football is being watched, positioning Coca-Cola as a companion to game-day moments.
The brand will also introduce limited-time packaging featuring 13 college and 12 professional football teams in select markets. Fans can scan the packs to access personalized team experiences and win prizes such as game-day tickets, merchandise, digital gift cards, and more.