Coca-Cola rolls out biggest World Cup campaign
Dubai, April 5, 2014
The Coca-Cola Company has launched the largest marketing program in the company's history The World’s Cup,” in over 175 countries to celebrate football as a force for social good.
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 new campaign has been brought to life through a number of key elements:
•“One World, One Game” television and digital film
•“Where Will Happiness Strike Next” documentary-style short films
•The official music anthem for the Coca-Cola 2014 FIFA World Cup™ campaign
•The Happiness Flag - the largest photomosaic ever created featuring fan faces and messages
•FIFA World Cup Trophy Tour by Coca-Cola
•A uniquely Brazilian visual identity
“Just as Brasil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup is everyone’s cup,” remarked Joseph Tripodi, the executive VP and chief marketing and commercial officer, The Coca-Cola Company, 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,” he noted.
The “One World, One Game” television and digital film went live across the globe and is the brand’s invitation to the world to join “The World’s Cup”. The 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.
The film sees the teams share their stories of the happiness that football brings them as Coca-Cola surprises each team with invitations to Rio de Janeiro, to see the preparations for the 2014 FIFA World Cup.
The teams’ experience will culminate in attending the tournament this summer, where they will have the honor of carrying the national team flags onto the pitch at Germany vs. Portugal on June 16th.
In a series of poignant, documentary-style, short films entitled 'Where Will Happiness Strike Next' captured during stops along the FIFA World Cup Trophy Tour, Coca-Cola 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.
“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 World Is Ours’ is the official music anthem for the campaign featuring vocals from Brazilian born David Correy and sounds from Monobloco – a Brazilian street band.
As Correy travelled across the globe championing the song, local artists were encouraged to put their own spin on the track, giving it a truly global flavor.
In an unprecedented move, Coca-Cola is giving fans from across the globe the chance to be part of the largest flag mosaic ever created and show the power of football to bring people from different backgrounds and beliefs together.
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 June 12th. -TradeArabia News Service