When a brand as recognisable as Coca-Cola enters a global moment like the FIFA World Cup, the challenge is not just creating something new - it’s creating something that feels familiar yet fresh.

For FIFA World Cup 2026, Coca-Cola has unveiled a new campaign look and packaging experience that brings football, fans, and culture together through a unified visual approach.

A key part of the identity is the use of Coca-Cola’s familiar square graphic device, a shape closely connected to the brand’s visual world. The element acts as a flexible frame - creating space for football moments, fan stories, and country-inspired artwork while keeping the brand instantly recognisable.

The limited-edition packaging turns bottles and cans into collectible pieces, featuring football-inspired designs that celebrate different nations and communities. Countries including Argentina, Brazil, England, France, Germany, Spain, and Portugal are represented through unique visual interpretations.

The experience also extends beyond packaging, with interactive elements that invite fans to engage digitally and become part of the celebration.