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The Coca-Cola Co has launched its Russia World Cup campaign in Australia as it continues to roll out marketing for the tournament across its global markets.

The Australian campaign is fronted by a new TV ad that encourages consumers not to wait until the last minute to stock up on Coca-Cola supplies. The ad, which features Australian rock band AC/DC's 1990 song Are You Ready, will air during selected group games, all Australian national team games and all knockout ties, including the World Cup final.

Other elements of the "multi-million dollar" drive include digital, social and point-of-sale displays. Limited-edition FIFA World Cup themed packaging that features a soccer ball merging into the Coca-Cola logo will be available in stores.

Emma Harper, Coca-Cola South Pacific's senior brand manager for trademark Coca-Cola, said: "Australia is a sporting nation, so it's exciting to continue our partnership with the 2018 FIFA World Cup. More than 3 billion people globally will tune in to watch the games, with at least 1.3 million of those in Australia, so clearly it doesn't matter if you are an avid soccer fan or not – everyone connects to this global cultural phenomenon."

Coca-Cola's European bottler, Coca-Cola European Partners, unveiled its World Cup campaign earlier this month. The Coca-Cola Co is the main soft drinks sponsor for the event, which kicks of on 14 June.

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