Coca-Cola Europacific Partners Ramps Up Operations for the 2026 World Cup

Local Production and Product Innovation at the Heart of the Strategy

CCEP is organizing its response around three main axes: adapting its production chain, launching limited edition products, and promotional partnerships. Its 13 sites in Germany are producing 850 ml and 1 liter plastic bottles in national colors, 330 ml cans, and Powerade product packs with football-inspired flavors (Attack, Defend, Outlast). In Spain, production reaches about 650 million packs with promotional mechanics and secret codes. In France, four factories (Dunkirk, Grigny, Marseille, Toulouse) are producing over 400 million in World Cup hues.

CCEP also mentions content partnerships: Panini is placing hidden stickers under the labels of Coca-Cola bottles; in Germany, cans featuring 24 national team players are being distributed to about 340,000 customers (retail distribution and display). These variations aim to enhance collectability and loyalty in the aisle.

Multi-Channel Commercial Activation and Consumer Experiences

CCEP is deploying field operations in its key markets. In Belgium, it announces about 16,000 points of advertising material, 750 branded coolers, and 5,000 themed displays; in Spain, 20,000 activations in hospitality and 5,000 in small businesses. In the Netherlands, a campaign features life-size statues of Oranje footballers and the sale of 468,000 glasses featuring national team players. CCEP is also creating experiential locations, such as the Coca-Cola Club in Paris, a 45-day platform combining football and music. Concurrently, the group ensures its presence online and in the press (partnership with L'Équipe in France), thus addressing all sales points and consumption channels.