Coca-Cola teams with Aloe Blacc to launch ‘The World is Ours’ song for World Cup campaign
Coca-Cola has worked with singer-songwriter Aloe Blacc, to launch ‘The World is Ours’, which played as part of the Fifa World Cup Trophy Tour by Coca-Cola.
The lyrics for the song look to express messages of inclusivity, celebration and happiness, while the beat hopes to capture the excitement of the World Cup.
Director of global entertainment marketing at The Coca-Cola Company, Joe Belliotti, said, “’The World is Ours’ started as a Brazilian song with the beats and sounds of Brazil and then travelled around the world where artists and remixers added local languages, sounds and instruments. We were looking for a global artist that would bring another perspective, with integrity and authenticity, and that is exactly what Aloe did.
“We’re delighted to be partnering with Aloe Blacc to help us bring the story of The World’s Cup to life through music.”
As the song visited each market as part of the trophy tour, local artists were able to create duet versions featuring lyrics sung in their native language.
Belliotti added: “This song has more stamps in its passport than any other song out there. Our ambition for “The World Is Ours” has always been to bring the sounds of Brazil to the world and in return, the sounds of the world back to Brazil. We wanted to capture the spirit of the 2014 Fifa World Cup in this music – this is everyone’s cup, wherever you are, whoever you support.”
The newly written and recorded version is combined with lyrics and sounds from the original version of ‘The World Is Ours’ by David Correy and Monobloco.
Aloe Blacc said, “Working on this anthem has given me the opportunity to fuse the sounds of Brazil with different musical influences. ‘The World is Ours’ captures everything that music should be – inclusive, exciting and uplifting.”
Aloe Blacc and David Correy performed ‘The World is Ours’ at the Fifa World Cup Trophy Tour concert in Los Angeles on 19 April.