Coca-Cola launches campaign to celebrate soccer

MUMBAI: Beverage conglomerate Coca-Cola has unveiled elements of a global integrated marketing campaign inspired by the joyous dance celebrations familiar to Africa, the host continent for the 2010 Fifa World Cup.

The campaign, developed to support its sponsorship of the sporting event, is an extension of the current Coca-Cola brand platform ‘Open Happiness‘. The campaign, showcased during a global press conference attended by Coca-Cola chairman and CEO Muhtar Kent and Fifa president Joseph S. Blatter at the headquarters of Federation Internationale de Football Association (Fifa), invites fans to express their optimism and passion for football through active dance celebrations.

Among the key elements from the Coca-Cola campaign are the first-ever recognition of the best player celebration carried out during the tournament, a music anthem, global television commercials, an online program, commemorative packaging and the 86-country Fifa World CupTrophy Tour by Coca-Cola.

Kent says, "The worldwide passion for the sport of football is unrivalled and gives our business the best platform to connect with fans everywhere Coca-Cola does business. Our programs to support the 2010 Fifa World Cup, like the Trophy Tour, will help ensure that fans have the chance to experience the excitement and pageantry of football no matter where they live."

The campaign begins with the Fifa World Cup Trophy Tour by Coca-Cola, which will take the Trophy to 86 countries, including every nation in Africa. The ceremonial start of the tour was held today as President Blatter and Mr. Kent sent the Trophy on its round- the-world journey. The Fifa World Cup Trophy will be flown later in the week from Zurich to its first stop in Cairo, Egypt.

In the months leading up to the Fifa World Cup an array of programmes will be activated that will bring fans closer to the Fifa World Cup experience. Among the highlights will be a global TV commercial featuring Roger Milla - the footballer from Cameroon famed for his celebratory dance during the Fifa World Cup in Italy in 1990. Millions around the world remember Milla’s goal celebration as the first to include a joyful dance. Milla was on hand in Zurich to present the new spot.

Latest Reads
Green Gold’s Golden Mumbai launch

MUMBAI: Green Gold Animation is all set to hit the green running with its new offshoot Golden Robot. The Rajiv Chilaka-run animation outfit has been wowing everyone with its deals for animation series with both Netflix and Amazon Prime.  But the occasion this time was the celebration of the launch...

Television Production House Film Production
Gujarat elections boost news channel ratings as Republic continues to lead English News

BENGALURU: Rahul Gandhi’s shenanigans and Narendra Modi’s sudden and unexpected belligerence at rallies leading up to the Gujarat state assembly elections have resulted in bolstering sagging news viewership, especially for the English news genre. According to Broadcast Audience Research Council of...

Television TV Channels News Broadcasting
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary
Increased revenue from traditional media boosts Shemaroo numbers

Integrated media content house Shemaroo Entertainment Limited (Shemaroo) reported 18.3 percent higher year-on-year (y-o-y) consolidated total revenue for the quarter ended 30 September 2017 (Q2 FY 2017-18, the quarter under review) stood at Rs 1,345.7 million as compared with Rs 1,138.6 million in...

Television Production House Film Production
21st CF spins-off into new live news & sports co Fox

MUMBAI: After the blockbuster acquisition of 21st Century Fox by The Walt Disney Company, the former has announced that it will spinoff into a new brand Fox’ that will seek to replicate its own success in the newly focussed verticals of live news and sports brands. Using fiscal 2017 as a base, the...

Television TV Channels News Broadcasting
With Star India, Disney emerges as India's largest M&E firm

MUMBAI: Unlike the US, where the merger of The Walt Disney Co and 21st Century Fox’s entertainment assets is between two near equals, the scenario in India is totally different. 21st Century Fox’s India venture Star India is a $1.7 billion dollar media and entertainment behemoth while Disney India...

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories