Coca Cola, as one of the biggest official sponsors of the World Cup, is pulling all the stops with its largest marketing program in the history of the brand. The entire world is invited to celebrate soccer as a force for social good.
Through its “The World’s Cup” campaign, Coca Cola will “create access, participation, empowerment, and conversation with the goal of delivering the most accessible and inclusive FIFA World Cup ever”.
“Just as Brazil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup™ is everyone’s cup,” said Executive VP and CMO Joseph Tripodi. The brand wants to connect and celebrate real people playing football, making strong emotional ties, and demonstrate how the games are a force to connect the entire world together.
The campaign includes a television and digital film, a series of documentary-style short films, a campaign to launch the official World Cup anthem, creation of The Happiness Flag and a trophy tour across 90 countries from September this year.
The two-minute launch spot by Wieden + Kennedy São Paulo, tells the story of soccer teams in Otsuchi, Japan, Eastern Europe, the Amazon, and Ramallah, Palestine—four places where the sport has helped people overcome tension and hardship. As the teams share their stories of the happiness that football has brought them, Coca Cola surprises each team by inviting them to Rio de Janeiro, to see the preparations for the World Cup.
When the last few years has all been about the social experience and the connectivity we all feel, Coca Cola is giving the fans from across the world the chance to be part of the largest flag mosaic ever created. This will show the power of football (soccer) to bring people from different backgrounds and beliefs together. The flag was created by photos and tweets submitted by fans from around the world; it will be revealed in Sao Paulo on June 12th prior to the Opening Match between Brazil and Croatia.
“Coca-Cola prides itself on celebrating the power of football and the ability of the sport to bring the world together. Football is for everyone, regardless of geographical and social boundaries, that’s why this year we are launching ‘The World’s Cup’,” added Tripodi.
This post is also available in: Spanish
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