Campaign Celebrates the Power of the 2014 FIFA World Cup™ to Bring Everyone Together
ATLANTA - Wednesday, April 2nd 2014 [ME NewsWire]
(BUSINESS
WIRE)-- The largest marketing program in the history of The Coca-Cola
Company invites the world 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 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,” said 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 goes live across the globe today 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 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 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.
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 color and
characteristic designs of Brazilian street art 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.
About The Coca-Cola Company
The
Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led
by Coca-Cola, one of the world's most valuable and recognizable brands,
our Company's portfolio features 17 billion-dollar brands including Diet
Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute
Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider
of sparkling beverages, ready-to-drink coffees, and juices and juice
drinks. Through the world's largest beverage distribution system,
consumers in more than 200 countries enjoy our beverages at a rate of
1.9 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that
reduce our environmental footprint, support active, healthy living,
create a safe, inclusive work environment for our associates, and
enhance the economic development of the communities where we operate.
Together with our bottling partners, we rank among the world's top 10
private employers with more than 700,000 system associates. For more
information, visit Coca-Cola Journey at www.coca-colacompany.com, follow
us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola
Unbottled, at www.coca-colablog.com or find us on LinkedIn at
www.linkedin.com/company/the-coca-cola-company.
NOTE TO EDITORS:
Visuals and footage to accompany this release can be viewed at: http://CokeURL.com/65n7r
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140401006878/en/
Contacts
The Coca-Cola Company
Ali Brubaker, +01-404-676-2683
abrubaker@coca-cola.com
Permalink: http://me-newswire.net/news/10520/en
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