Coca-Cola reveals focus football for social good as details of major Fifa World Cup 2014 marketing push emerge
Coca-Cola has announced details of its major Fifa World Cup 2014 marketing campaign which will focus on the theme of using football as a source for social good. The brand’s ‘The World’s Cup’ campaign will feature a ‘One World, One Game’ TV and digital film, created in partnership with Wieden + Kennedy Sao Paulo, and a series of documentary-style short films, ‘Where Will Happiness Strike Next’, to promote stories of football clubs and fans overcoming the challenges they face through football. The brand, a sponsor of the World Cup since 1978, will provide an anthem for the event sung by Brazilian born David Correy, and prior to the opening match of the World Cup a ‘Happiness Flag’ – created using photos and tweets submitted by fans – will be seen on the pitch. A statement from the company said the visual identity for the campaign represented “happiness, togetherness and celebration”, and would be feature on all brand communications throughout the event. The design was created in collaboration with a street artist. Joseph Tripodi, executive vice president and chief marketing and commercial officer, the Coca-Cola Company, said: “Just as Brazil is everyone’s country and Coca-Cola is everyone’s drink, the Fifa World Cup is everyone’s 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.” Ahead of the event, which begins in June, Coca-Cola embarked on its longest ever Fifa World Cup Trophy Tour, taking the trophy to 90 countries and covering 92,000 miles. Earlier this month, Coca-Cola’s global group director of digital strategy and content, Neil Bedwell, discussed some of the plans with The Drum.