ATLANTA, September 21, 2017–– 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 story behind the fully computer-generated ad spot is told within “The Journey: Hunter Returns” mode for the PlayStation 4, Xbox and PC versions of EA SPORTS FIFA 18 which allows players to experience life as emerging soccer star, Alex Hunter. As part of the game’s story, Coca-Cola signs the rising player to become its ambassador to launch the new Coca-Cola Zero Sugar.

The unique collaboration with EA SPORTS FIFA 18’s Alex Hunter will extend beyond the game through specialized 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, the world’s first 3D robotic sign.

“This is an exciting brand innovation,” said Matt Wolf, Vice President of Entertainment, Ventures & Strategic Alliances at The Coca-Cola Company. “This in- game drinkable moment seamlessly puts Coca-Cola at the intersection of gaming and brand marketing within the most popular franchise sports game in the world.”

“It’s great to be a part of this truly unique collaboration, the first of its kind,” said Dave Madden, Head of Global Brand Partnerships for EA. “This in-game Coca-Cola endorsement gives our fans a taste of life as a renowned football star and the opportunities that come along with it.”

EA SPORTS FIFA 18 will be available for purchase on September 29, 2017.


About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
 

About Electronic Arts
Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company delivers games, content and online services for Internet-connected consoles, personal computers, mobile phones and tablets. EA has more than 300 million registered players around the world.
In fiscal year 2017, EA posted GAAP net revenue of $4.8 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality blockbuster brands such as The Sims™, Madden NFL, EA SPORTS™ FIFA, Battlefield™, Star Wars™ Battlefront™, Need for Speed™, Dragon Age™ and Plants vs. Zombies™. More information about EA is available at www.ea.com/news.

EA SPORTS, The Sims, Dragon Age, Plants vs. Zombies, Battlefield and Battlefield 4 are trademarks of Electronic Arts Inc. and its subsidiaries. John Madden, NFL and FIFA are the property of their respective owners and used with permission.