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Coca-Cola: Football Forehever

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Many Swedish female football players are world class within their sport, but several of them are unknown to the public. One explanation is the lack of stardom and visibility for female football players; if women are not visible or not marketed as stars then they will never be recognised as stars. Coca-Cola has in partnership with The Swedish Football Association, in advance of this summer's World Cup in France, created statues of four female players to celebrate the female national team and thereby increase the visibility for the players. The campaign was made by Coca-Cola’s creative agency Isobar Sweden, with the ambition to influence attitudes and increase engagement with women’s football. The objective with Football Forevher is to positively influence opinions and increase the engagement for women’s football by giving the players increased visibility. One of the key factors to achieve equality in Swedish football is to put female football stars in the spotlight that they ought to have.

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