Coca-Cola is building its World Cup 26 campaign around AI-generated social media content, distributing one billion branded sticker packs, and shifting 30–40 percent of its media budget to social platforms across 48 countries. The company has set up social media centers in 40 countries to adapt content in real time and react to fan conversations, using digital versions of José Mourinho in a series called José vs. Mourinho to discuss matches and topics fans are talking about during the tournament.
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Coca-Cola is running a global campaign called Feel It All across 48 countries for FIFA World Cup 26, featuring TV films, AI-generated social media content called José vs. Mourinho (two digital versions of José Mourinho discussing tournament topics), and one billion branded Panini sticker packs distributed worldwide—described as the largest such program in the company's history.
Why it matters
Coca-Cola is doubling its social media investment share from 15–20 percent to 30–40 percent of total tournament media budget, and has set up social media centers in 40 countries to adapt content in real time. The shift signals how major brands now expect to chase fast-moving fan conversations on social platforms rather than rely primarily on traditional TV spots.
What to watch
The AI content uses image generation, video synthesis and voice modeling to react quickly to fan discussions across markets during the tournament; Coca-Cola has also reserved additional budget that can be redirected toward content and formats showing the best results during the event.
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