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Bringing the FIFA Women’s World Cup to life at CCEP


The FIFA Women’s World Cup 2023™ has been celebrated as the biggest female sporting event in history, with record ticket sales and viewing numbers. It was a thrilling display of athletic ability, pride and determination.

Coca-Cola has been supporting the FIFA Women’s World Cup™ since the inaugural tournament in 1991. Coca-Cola Europacific Partners (CCEP) are proud to have, once again, been involved in a sporting event of this magnitude, hydrating over 1.5 million attendees, ensuring fans can enjoy our leading portfolio of beverages and creating ‘only Coke can do’ moments along the way with our key customers.

Coca-Cola’s campaign theme “Believing is Magic” aims to uplift and refresh the shared experience of the tournament. At CCEP we want to ensure our customers, consumers and colleagues get the most out of these once in a lifetime moments. To complement the extensive and innovative consumer experiences organised by our partners at The Coca-Cola Company, CCEP has been delivering magic to our customers, consumers and our colleagues, throughout the host nations Australia and New Zealand, and beyond…

Only-Coke-can-do moments for our customers

The FIFA Women’s World Cup 2023™ is a big moment for our customers. At CCEP, we’ve been working hard with them to ensure consumers can enjoy our great drinks before, during and after the matches. 

To accompany the extensive and innovative consumer experiences organised by our partners at The Coca-Cola Company, our commercial teams got stuck in building engagement with consumers and ensuring maximum visibility of our beverages. This included creative football themed activations in-store, from supermarkets and convenience stores to restaurants, bars and cafes, as well as e-commerce and online promotions.

Our Commercial and Supply Chain teams have also been responsible for hydrating 1.5 million players, coaches, officials, media and spectators over the course of the tournament. This complemented Coca-Cola’s stadium and Fan Zone activations which featured experience tunnels, recycling stands and selfie-photo walls with giveaways. 

Our team in Australia were also honoured to host over 500 customers at the first of its kind CCEP Customer Expo to unveil exciting future plans and kick off the tournament. Customers were given the opportunity to enter the world of CCEP for the day in a dynamic expo environment. Leading brands across CCEP’s portfolio were brought to life through a variety of experiences, presentations and expo style activations.

We pride ourselves on the quality of service we provide our customers and all of these efforts have been made with the aim of creating value for our customers during the FIFA Women’s World Cup™.

Only-Coke-can-do moments for our people

In Australia and New Zealand, we’ve been delighted to celebrate with our people by providing them the chance to win tickets and ‘only-Coke-can-do’ experiences. This included the opportunity to collect the match ball and assist the referee with the coin toss, and keep the coin.

CCEP Australia Store Manager Anthony Chapman’s son Jack won the coin-toss assistant experience when the Matildas went head-to-head with Nigeria. “It was an experience he’ll never forget”, Anthony said.

The CCEP offices and sites throughout Australia and New Zealand brought to life Coca-Cola’s “Believing is Magic” campaign with decorations including Astro turf, goal posts and match schedules, as well as foosball tables. Across our European markets, colleagues got involved in a sweepstake competition and were asked to correctly predict the outcome of matches. In GB participants won shopping vouchers and tickets to a Woman’s Super League match.

Football fever also took over our Customer Logistics team in Nottingham, GB, who organised a range of events including a fundraising sweep stake and a keepy uppy competition. They also held a mixed football game at a local pitch, a table football tournament and had the matches shown on screens across the office.

These big moments are important not only to us as a company, as part of the Coca-Cola system, but also for our consumers and customers. They also demonstrate the passion, commitment and skill of our colleagues, and give us a chance to give them something back.

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