Coke Unveils World Cup Campaign
Coca Cola has unveiled details of a global marketing campaign that will support its sponsorship of the 2010 World Cup in South Africa.
The campaign will see three television advertisements running globally. One will star former Cameroon international Roger Milla, who is known for his goal celebrations during the 1990 World Cup in Italy, while another will feature the story a young footballer’s journey to find the ‘perfect goal celebration’. A third will capture the experiences of the Word Cup trophy tour of 86 countries, which is sponsored by Coke.
With the link between all of these ads being the expression of victory, Joseph Tripodi, chief marketing and commercial director said the campaign aims to ask fans ‘What’s your celebration?’
In conjunction with the ads, the soft drink brand is launching the ‘Coca-Cola World Cup Celebration Award’. Whenever a player celebrates a goal with a dance during the World Cup, Coke will upload it to a site where fans can vote for their favourite.
The online marketing drive will go live in early 2010, after which fans will be urged to upload their favourite celebrations that will then be streamed in a continuous loop.
In an effort to integrate philanthropy and community awareness into its campaign, the company will donate money to the Coca-Cola Water for Schools Programme for each goal celebration.
Other features around the marketing effort includes a World Cup anthem recorded by Somalian hip-hop artist K’Naan that will feature on the soundtrack to the TV ads, and a 60-minute documentary film that promises to ‘investigate the stories behind the world’s most famous goal celebrations’.
FIFA has had a sponsor relationship with Coca-Cola dating back to 1978, but Tripodi has claimed that this year’s marketing campaign will be the ‘best ever.’
