A spectacular fireworks show over the Russian Olympic capital of Sochi on Nov. 26 marked the end of the first leg of the longest-ever FIFA World Cup™ Trophy Tour by Coca-Cola. Following an official launch ceremony in Moscow in September, the solid-gold trophy visited 16 cities in Russia.
Getting Up Close and Personal With the Legendary Trophy
Over the past few months, football's most coveted prize travelled more than 9,900 miles across six time zones in 78 days en route to 16 cities — from Krasnoyarsk in Siberia to Sochi in the south — all to build excitement and anticipation for the 2018 FIFA World Cup™ in Russia.
More than 220,000 people, including more than 3,600 Coca-Cola employees and their families, got the chance to see the trophy live and take a photo with the iconic symbol.
Promoting Inclusion Through Sport
To promote youth football and inclusivity through sport, the trophy visited more than 20 schools, orphanages, universities and youth football teams.
The last and biggest of the four matches took place at the legendary Olympic stadium in Sochi, the final stop on this first leg.
- More than 220,000 people saw the trophy live, including 3,622 Coca-Cola employees and their families.
Coca-Colasamples were handed out.
- More than 4,500 publications published articles, with a potential 8.6 billion views.
- Nearly 18,000 posts on social media clocked up 135 million impressions.
- Some 6,721 displays and 14,717 additional point-of-sales materials in stores.
- Over 20 social and educational institutions visited.
- Four unified football matches organized, with over 3,000 participants, including football fans.
"I visited Tula for the Trophy Tour event, and it was amazing to see the impact we have on consumers," said An Boon, marketing director, Russia, Ukraine, Belarus, "It really is one of those 'only Coca-Cola can do' events, and it makes me extremely proud to work at Coca-Cola. Pulling off these events requires the dedication of so many people, and I am very impressed by how the different teams are working together. They truly work as one team, and I'm proud to be part of it."
Jose Antunes, CEE Business Unit IMC director, added, "I attended the Trophy Tour event in Tula, and it was clear to me that the Coca-Cola system in Russia is already seeing great results from the FIFA plans for the host country. Effectively and efficiently using a global asset such as the Trophy Tour, the team organized a superior activation in Tula. Our business will certainly grow thanks to these outstanding FIFA activations. What's more, we are sure that these activations will boost brand love, create value and leave behind a meaningful legacy in Russia."