Coca-Cola expands FIFA 2026 fan campaign

The Coca-Cola Company has released Uncanned Emotions, its second global brand film created for the FIFA World Cup 2026, continuing its long-running storytelling partnership with the competition.

The film builds on the company’s earlier campaign Bubbling Up and focuses on the emotional intensity of football fandom, highlighting the range of reactions experienced by supporters during major matches.

Emotional storytelling around global football

Uncanned Emotions depicts unscripted fan moments inspired by the highs and lows of live football, positioning Coca-Cola as a brand connected to shared emotional experiences during the tournament.

The production features well-known football commentators, including Peter Drury for the English-language version and Luis Omar Tapia for the Spanish-language version, reinforcing the live-match atmosphere of the campaign.

Arnab Roy, President, Global Category: "FIFA World Cup 2026™ is more than just a tournament—it’s one of the greatest shows on our planet. Every four years during this period, billions of hearts beat in sync, carried by the same rhythm of anticipation and hope. From the bustling streets in Rio to the fan parks in Berlin; every feeling is shared and every emotion matters—joy, heartbreak, anger, relief, pride, and even tears all have a place - every game is a roller coaster of emotions.

Uncanned Emotions embodies this spirit and showcases how Coca Cola naturally fits into and enhances these collective human feelings that only football’s biggest stage can deliver."

Expanding fan engagement beyond the film

The campaign forms part of a three-film series tied to the tournament and extends into broader fan activations. These include the FIFA World Cup Trophy Tour, delivered in partnership with FIFA, offering fans access to the tournament trophy across multiple locations.

The brand is also partnering with Panini on a customised sticker collection combining physical and digital formats to engage football supporters worldwide.

The campaign will continue with additional activations in the lead-up to the tournament, as Coca-Cola builds out its global World Cup marketing platform.

www.coca-colacompany.com

www.fifa.com

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