Coca-Cola has begun its Brazil 2014 World Cup marketing campaign, with the aim of placing the pictures of one million football fans on a flag which will be unveiled before the opening game of this year’s tournament.
‘The World’s Cup’ campaign, will aim to tell the story of fans from all around the world as they prepare to watch the tournament, and highlight the power that football has to unite, according to Coca-Cola’s global group director of digital strategy and content, Neil Bedwell.
Speaking to The Drum, Bedwell relayed the strategy behind the creation of The World’s Cup, which he explained has been devised to tell different stories than those of other brands associated with the tournament. “We are telling a story about the world and giving everybody a little connection to Brazil. We have to prove this is The World's Cup though. we can't just say it. This World Cup is for everybody,” he stated.
The official World Cup trophy has already begun to tour the world, with countries such as Qatar, Napal and the earthquake zone of Japan all on the schedule, as the brand aims to surprise new communities who have never had the opportunity to see it, with stories being filmed along the way and released online in the coming months.
The first story has already run on YouTube, featuring members of the Brazilian blind football team being allowed to touch the official trophy, an honour usually reserved only for FIFA dignitaries and former winners of the trophy. “You are going to start to see a number of stories come out about the trophy appearing in the strangest places and reaching some of the most unlikely places and being seen and touched by people you wouldn't expect to usually get the chance to do that,” Bedwell explained.