Coke Scores Big at FIFA, Sees Sales Rise Amid Challenging Consumer Spending
Coca-Cola reported better second-quarter numbers than expected and attributed some of its success to its marketing efforts around the FIFA World Cup. The company's sponsorship deal with FIFA generated a massive 60 billion impressions, 9 billion views, and data on over 25 million consumers who interacted with packaging.
The World Cup campaign also increased sales for Coca-Cola by 5% in volume, with Powerade rising 8%. According to the company, it is now the #1 brand by share of voice during the tournament, with Powerade engagement hitting records.
Coca-Cola's CEO, Henrique Braun, noted that consumers are evaluating how they shop and what they want to put in their basket. However, the company's numbers held up even in North America, where volume gained 3%. To woo price-wary customers, Coca-Cola will continue to offer products such as the mini can.