MUMBAI: With just over two months left for the biggest football bonanza to start, The Coca-Cola Company has launched a campaign to celebrate the game as a force for social good. This is the largest marketing programme in the history of the cola company.
Through ‘The World’s Cup’ campaign, Coca-Cola will create unrivalled access, participation, empowerment and conversation with the goal of delivering the most accessible and inclusive FIFA World Cup ever.
‘The World’s Cup’ will be brought to life through a number of key elements:
- ‘One World, One Game’ television and digital film created in partnership with Wieden + Kennedy Sao Paulo, brings to life the stories of four football teams from four different corners of the world who have each overcome life’s challenges through their love of the game.
- ‘Where Will Happiness Strike Next’ documentary-style short films will share stories of passionate football fans that are using the game to help them triumph over adversity, in turn inspiring others to use the power of football to overcome difficulties. At each film’s climax, the stars are surprised by Coca-Cola and a special viewing of the FIFA World Cup Trophy.
- The official music anthem for the Coca-Cola 2014 FIFA World Cup campaign features vocals from Brazilian born David Correy and sounds from Monobloco – a Brazilian street band.
- The Happiness Flag - constructed from photos and tweets submitted by fans from around the world – will be seen on-pitch prior to the opening match of the 2014 FIFA World Cup in Sao Paulo on 12 June.
- FIFA World Cup Trophy Tour by Coca-Cola on a journey spanning more than 92,000 miles and visiting 90 countries to encapsulate the true spirit of the campaign.
“Just as Brazil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup is everyone’s cup,” said The Coca-Cola Company executive VP and chief marketing and commercial officer Joseph Tripodi, about the brand’s new campaign for the 2014 FIFA World Cup. “Through ‘The World’s Cup’, Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world.”
“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.
The visual identity for ‘The World’s Cup’ campaign will be featured on all brand communication during the tournament and represents happiness, togetherness and celebration. For the first time, the design was created in collaboration with a street artist, employing the unique style and talent of Brazilian artist Speto. It features the colour and characteristic designs of Brazilian street art with the faces of four young people from Brazil reproduced in Speto’s signature graphic style.
The Coca-Cola Company has had a long-standing relationship with FIFA since 1974 and has been an official sponsor of the FIFA World Cup’ since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup’ since 1950 and is a long-time supporter of football at all levels.