Coca-Cola reported a significant increase in sales and profit in the second quarter of 2026, buoyed in part by an extensive marketing campaign during the recent World Cup. The company’s net revenue rose 7% year-on-year to $13.4 billion for the three months ending in June, driven by strong volume gains across its beverage portfolio.

John Murphy, Coca-Cola’s president and chief financial officer, highlighted that the company experienced a 5% growth in overall case volume during the quarter. Powerade, the sports drink brand owned by Coca-Cola, posted an 8% increase in volume, while the flagship Coca-Cola brand grew 5%. Murphy also commented on the introduction of hydration breaks during World Cup matches, which were sponsored by Powerade. Although these breaks were met with criticism by fans, players, and coaches—including England’s manager Thomas Tuchel, who said they altered the nature of the game—Murphy indicated the company was not dissatisfied with the breaks' impact on its visibility during the tournament but remained uncertain if they would become a permanent feature in soccer.

The World Cup campaign played a key role in the company’s improved performance, helping Coca-Cola overcome challenges posed by ongoing inflation and shifting consumer behavior. Despite economic uncertainty and price sensitivity, the campaign contributed to stronger-than-expected earnings. Coca-Cola reported a 16% increase in profit to $1.03 per share for the quarter. Adjusted earnings were 97 cents per share, surpassing analyst expectations. This better-than-anticipated outcome boosted Coca-Cola’s full-year earnings per share guidance to a 9%-10% increase, up from a previous estimate of 8%-9%.

Henrique Braun, Coca-Cola’s chief executive officer, described the consumer environment as uneven, with low-income shoppers and regions such as Latin America and China facing particular inflationary pressures. In response, the company has been adjusting its pricing strategy, raising prices in North America by 4%, which contributed to a 2% price and mix improvement globally. To appeal to price-conscious consumers, Coca-Cola introduced mini cans, which are smaller and lower priced, available individually at convenience stores.

Braun also emphasized the importance of data collected during the World Cup campaign, noting that more than 25 million customer records were gathered. This information is expected to inform future marketing efforts and enable the company to better tailor its offerings to consumer preferences.

While executives acknowledged that economic challenges may persist throughout the year, they expressed confidence in the company’s ability to maintain momentum through targeted campaigns and flexible business strategies. Following the earnings announcement, Coca-Cola’s shares rose 5% in trading.