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Coca-Cola bottle with hidden Panini sticker

Fathima Farzana YS 2026-03-23

The Sticker Strategy: Coca-Cola’s Masterclass in Hyper-Personalized Fan Rituals

Coca-Cola teams up with Panini to hide FIFA stickers behind bottle labels, turning packaging into an interactive fan experience ahead of the World Cup.

Coca-Cola marketing Panini stickers FIFA World Cup marketing