Coca-cola Signs Virtual Athlete

Ahead of next summer’s 2018 FIFA World Cup, The Coca-Cola Company has released its first ever in-game advertising spot for use on external marketing platforms.

The advert, which features EA Sports FIFA 18 virtual athlete Alex Hunter is a nod to the brand’s classic 1979 “Mean Joe,” television spot, in which an American Football star is given a bottle of Coca-Cola from a fan after a tough game. The collaboration with EA SPORTS FIFA 18’s Alex Hunter will extend beyond the game through specialised packaging and retail partnerships within the US and globally.  The ad spot will be shared on social channels and displayed on marquee out of home sites including the recently installed Coca-Cola Times Square sign.