Coca-Cola builds FIFA World Cup 2026 buzz with ‘Uncanned Emotions’

Coca-Cola is tapping into the emotional core of global football with its latest FIFA World Cup 2026 campaign. The company unveiled “Uncanned Emotions,” its second global brand film, continuing a storytelling approach that centers on fans rather than just the game.

Following the earlier “Bubbling Up” release, this new installment focuses on the unpredictable highs and lows that define the tournament experience. Coca-Cola, a FIFA partner for more than 50 years, uses the campaign to highlight how billions of fans connect through shared moments of anticipation, joy, and heartbreak.

“Uncanned Emotions” captures those reactions in real time, placing viewers inside the emotional swings of a match. The film leans on authenticity, featuring commentary from Peter Drury and Luis Omar Tapia to recreate the feel of a live broadcast. That decision adds urgency and brings the storytelling closer to what fans actually experience during the FIFA World Cup.

Arnab Roy, President of Coca-Cola’s global category, described the tournament as a global spectacle where every emotion carries weight. He emphasized how fans across cities and cultures share the same rhythm, whether celebrating or enduring tough moments.

Coca-Cola Builds Out FIFA World Cup 2026 Activations

Beyond the film, Coca-Cola continues to expand its fan engagement strategy. The FIFA World Cup Trophy Tour by Coca-Cola will give supporters a chance to see the iconic trophy up close, building excitement ahead of kickoff.

The brand also partnered with Panini on a custom sticker collection, blending physical and digital formats to connect with modern fans while tapping into nostalgia.

“Uncanned Emotions” marks the second chapter in a three-part campaign, with more activations expected in the coming months.

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