Coca-Cola Launches Biggest Ever Marketing Program
The Coca-Cola Company has launched the largest marketing program in its history, inviting the world to celebrate football as a force for social good. Through “The World’s Cup” campaign, Coca-Cola aims to 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
* “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,” says Joseph Tripodi, executive vice president 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.”
The “One World, One Game” television and digital film has now gone 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”.” adds Tripodi.
‘The World Is Ours’ is the official music anthem for the Coca-Cola 2014 FIFA World Cup 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 flavour.
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.
Underpinning the entire campaign is the longest ever FIFA World Cup Trophy Tour by Coca-Cola. Starting in September 2013 Coca-Cola has taken the FIFA World Cup Trophy on a journey spanning more than 92,000 miles and visiting 90 countries to encapsulate the true spirit of the campaign – that the FIFA World Cup really is “The World’s Cup”.
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 ofBrazilian streetart 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.
