From Sponsor to Co-creator: How Coca-Cola Crafted "Our FIFA World Cup" for Chinese Fans

SHANGHAI, July 20, 2026 /PRNewswire/ -- As the 2026 FIFA World Cup drew to a close, the Chinese national team was absent from the pitch, but the passion of Chinese fans remained strong. Facing this reality, Coca-Cola launched the "This Moment Toast to our FIFA World Cup" campaign across China, transforming the global tournament into a celebration that every consumer could call their own.

At the closing party of the Coca-Cola FIFA World Cup Fan Gathering on July 19, in Beijing, China, Coca-Cola successfully set a new Guinness World Records title for the most contributions to an online photo mosaic - which came together to form a giant TIFO in a virtual landscape. Leading up to this moment, TIFOs had traveled across football grounds and city leagues nationwide, inviting fans to join. Their late-night viewing moments and the joy of sharing a Coca-Cola were woven into a giant TIFO, preserving individual memories and making them a collective legacy.

The custom anthem "JUMP," performed by Coca-Cola Brand Ambassador Liu Yuning and international artist J.Bavin, blended traditional Chinese folk music with global rock rhythms, crafting a World Cup anthem tailored to Chinese fans. Its MV featured a red TIFO across Chinese landmarks, bringing local passion to the world stage. By scanning QR codes on Coca-Cola packaging, fans could join the TIFO — turning every can into their own way to cheer for the World Cup.

Coca-Cola also introduced a real-time AI avatar of Chinese football icon Fan Zhiyi — an interactive companion for live sports viewing. Powered by Baidu Yijing, it offers 24/7 conversations with fans. Recreating Fan with remarkable fidelity, the avatar lets users discuss match action, share insights and converse naturally throughout the tournament. Unlike pre-programmed virtual characters, it delivers a dynamic, always-on experience — moving Coca-Cola from post-match content to in-match participation, while setting a benchmark for Chinese AI in major sporting events.

Coca-Cola's campaign went beyond brand communication — it showed how a global brand can become part of consumers' lives — connecting through shared experiences and co-created moments. Music stirred emotions, TIFO embodied co-creation, and AI delivered companionship. When the tournament ended, what stayed were not marketing messages, but the joy of sharing a Coca-Cola with friends, the pride of being part of the TIFO, and the fun of chatting with AI Fan Zhiyi. This is the essence of a brand-consumer relationship.

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SOURCE Coca-Cola

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