Coke Unveils 2010 World Cup Music
Coca-Cola has unveiled details of a central soundtrack for its new global marketing campaign to support the brand’s sponsorship of the 2010 World Cup with the music forming the centrepiece of all marketing activity around the tournament.
Created in collaboration with African hip-hop artist K’NAAN, the ‘Wavin’ Flag – Coca-Cola Celebration Mix’ will be released in 150 countries ahead of the 2010 World Cup which takes place in South Africa next summer.
The Coca-Cola campaign is asking fans all around the world to share their celebrations online to a soundtrack of ‘Wavin’ Flag – Coca-Cola Celebration Mix’.
The track will also be used as the music throughout the entire campaign including as the soundtrack on all TV commercials, at FIFA World Cup Trophy Tour by Coca-Cola events, on the online digital platform and associated media platforms.
The track is a remix of K’NAAN’s ‘Wavin Flag’, which originally appeared on his hit 2009 album ‘Troubadour’.
K’NAAN reworked the song for the Coca-Cola campaign which invites football fans to express their optimism and passion for football through active dance celebrations in the run-up to the 2010 FIFA World Cup in South Africa.
Umut Ozaydinli, global music manager at The Coca-Cola Company said: ‘This is the biggest ever Coca-Cola football campaign and we wanted a theme song that would really help fans to get into a celebratory mood around the 2010 FIFA World Cup.
‘K’NAAN is the perfect man for the job – he’s not only a great musician but a special person with a truly authentic story. He’s not known in many of the countries where we’re launching the track but we’re confident his music will connect with football and music fans all over the world.’
The partnership officially started in Mexico City last month with a concert for EXA FM at ‘La Plaza De Toros’ in front of 50,000 people. K’NAAN will also perform at a series of concerts as part of the FIFA World Cup Trophy Tour by Coca-Cola.
The FIFA World Cup Trophy Tour by Coca-Cola will see the real FIFA World Cup Trophy visit 89 Cities in 86 Countries during a nine-month 134,017 kilometer journey, including every country in Africa.
K’NAAN is performing ‘Wavin Flag’ in 13 African countries as part of the Tour including Kenya, Uganda, Tanzania and South Africa.
‘Wavin Flag’ will be made available on a number of different formats relevant to local markets and the Coca-Cola Company plans to release the track via promotions as a free download in many markets.
