Coca-Cola's World Cup campaign takes Switzerland on an emotional roller coaster ride

Coca-Cola World Cup Campaign: Experience Switzerland Together

To mark the 2026 FIFA World Cup™, Coca-Cola Switzerland is launching a nationwide multichannel campaign that focuses on the fans« emotional journey. Under the slogan »A Roller Coaster of Emotions,” the Coca-Cola World Cup campaign aims to accompany Switzerland from the opening kickoff all the way to the final—featuring brand ambassador Manuel Akanji, an exclusive public viewing event in Zurich, and a variety of activations surrounding the tournament. As an official partner of the 2026 FIFA World Cup™, Coca-Cola is deliberately focusing on local faces, familiar voices, and experiences that connect fans across the country—all in the year marking the brand’s 90th anniversary in Switzerland.

«During a World Cup, the whole country comes together. A team can take fans from hope to disappointment and back again in a matter of minutes, and everyone experiences it together,» says Giulio Franscini, Brand Manager at The Coca-Cola Company Switzerland. «We want our campaign to accompany this intense roller coaster of emotions and make the experience even more vivid for fans throughout Switzerland.»

TV commercial featuring well-known Swiss commentators

The fans’ emotional journey is captured in a promotional video designed to bring the highs and lows of a tournament to life. The clip is narrated by voices familiar to Swiss soccer fans: Roman Kilchsperger provides commentary in German, Massimo Miccoli in Italian, and Daniel Romano in French. The ad will air on TV and social media until the end of the tournament.

Manuel Akanji Takes Center Stage in Coca-Cola's World Cup Campaign

National team player Manuel Akanji was introduced as a brand ambassador for Coca-Cola Switzerland in April and will be featured in out-of-home and digital out-of-home placements, as well as on social media, throughout the tournament. The campaign’s central theme features him in a series of snapshots designed to reflect the range of emotions fans experience during a soccer match. The collaboration is rounded out by national team goalkeeper Gregor Kobel and national team players Sydney Schertenleib and Alayah Pilgrim. Other personalities featured in the campaign include Luca Hänni and Liridon Krasniqi. In total, Coca-Cola Switzerland is partnering with more than 20 creators, influencers, and brand ambassadors for the World Cup.

In retail and the restaurant industry, consumers have the chance to win exclusive World Cup prizes through Akanji promotions—including the opportunity to win an exclusive meet-and-greet with Manuel Akanji.

Limited-Edition Packaging and Panini Partnership

The campaign is accompanied by a new packaging design: Cans and bottles feature designs inspired by national flags—including those of Switzerland, Germany, France, Portugal, Spain, and other participating nations in the 2026 World Cup. In addition, Coca-Cola is collaborating with Panini: Under the labels of select Coca-Cola PET bottles, consumers will find twelve exclusive stickers for the official Panini 2026 FIFA World Cup™ album that are not available in regular Panini packs. The official Panini album also features two Coca-Cola-branded pages.

Public Viewing at the MAAG Halle in Zurich

On June 18, 2026, Coca-Cola is hosting a public viewing event at the MAAG Halle in Zurich. The event is being held to celebrate the Swiss national team’s group stage match against Bosnia and Herzegovina. Admission is free, and the venue has a capacity of 700 people. The event is fully themed with Coca-Cola branding and features various on-site activities, including a T-shirt factory where guests can personalize their own Coca-Cola x FIFA T-shirt. Coca-Cola will also be represented as a co-partner at existing public viewings for Switzerland’s group stage matches on June 13, 17, and 24.

For more information about the campaign and its activities, visit https://www.coca-cola.com/ch/de available.