Coca-Cola transforms the in-store shopper experience
As part of the 2026 FIFA World Cup, Coca-Cola is transforming the shopper experience through an immersive and engaging in-store activation. Designed as a dedicated shop-in-shop experience, the concept invites consumers to step into the world of football from the moment they enter the store, while strengthening brand visibility and driving conversion at the point of sale.
At a time when brands are looking to build stronger connections with consumers, experiential retail has become an essential marketing lever. The point of sale is no longer just a place to shop. It has become a space for interaction, engagement and emotion.
For Coca-Cola, a brand closely associated with moments of sharing and major international sporting events, the 2026 FIFA World Cup represents a powerful brand activation opportunity. The objective is to capture shoppers’ attention, drive footfall through an effective drive-to-store strategy and create a brand activation capable of turning a shopping trip into a memorable brand experience.
With this ambition in mind, Coca-Cola developed a football-themed shop-in-shop entirely dedicated to the spirit of the game. Positioned at the entrance of the store, the activation ensures immediate visibility while offering consumers an immersive and memorable experience.
An immersive Shop-in-Shop inspired by the players’ tunnel
To bring this brand activation to life, GLOBE GROUPE France designed a distinctive, impactful and fully immersive Coca-Cola space. The concept was built around one of football’s most iconic symbols: the legendary players’ tunnel.
Shoppers were invited to walk through the tunnel as if they were stepping onto the pitch before a major match. This staging created an immediate sense of immersion and strengthened the activation’s impact from the very first seconds.
The experience then continued inside a fully recreated mini stadium at the heart of the store. Stadium seating, artificial turf and a giant screen immersed visitors in the atmosphere of the World Cup.
This pop-up installation transformed the retail space into a true Coca-Cola fan zone. It created a powerful touchpoint between the brand and consumers while enhancing the overall shopper journey.
Beyond immersion, the activation also featured a promotional mechanic designed to drive conversion. By purchasing three products from the Coca-Cola or Powerade range, shoppers had the chance to win a French National Team jersey through digital FFF vouchers.
A Brand Activation designed to attract, engage and convert
With this Coca-Cola shop-in-shop dedicated to the 2026 World Cup, GLOBE GROUPE showcases its expertise in in-store marketing. The activation was designed to create a strong impact from the moment shoppers enter the store. As a result, it maximises brand visibility from the very first steps of the shopper journey.
The experience is built around a balance between immersion, theatricalisation and commercial performance. First, the players’ tunnel immediately captures attention. Then, the fan zone extends visitor engagement. Finally, the promotional mechanic encourages in-store purchases.
This brand activation therefore responds to several key objectives. It strengthens brand preference, drives traffic and stimulates interaction with shoppers. It also supports conversion at the point of sale.
More broadly, this activation demonstrates the full power of experiential retail. When designed as a strategic lever, the point of sale becomes a true space for experience. By creating an immersive pop-up at the heart of the store, Coca-Cola does more than simply gain visibility. The brand brings an experience to life, creates emotion and becomes part of a key moment in consumers’ lives.
