Coca-Cola’s #TheRitualCup campaign for the 2024 UEFA European Championship, featuring football legend Toni Kroos.

This campaign delves into the meaningful rituals of fans and footballers before and during matches. A 360º campaign comprising of scripted and unscripted media, social assets, editorial content, product integrations, interactive quizzes and giveaways.
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Spanning 20 European markets in 13 languages and comprising 900 unique assets, it highlights the deep connections and traditions that define football culture.