Coca-Cola Unveils Marketing Campaign Around 2010 FIFA World Cup

Coca-Cola's Campaign An Extension Of Its "Open Happiness" Platform

The Coca-Cola Co. yesterday announced a global integrated marketing campaign activating its sponsorship of the '10 FIFA World Cup in South Africa. The campaign, inspired by African celebratory dances, is an extension of Coca-Cola's current "Open Happiness" platform. It includes global TV ads, an online program, commemorative packaging and sponsorship of the 86-country FIFA World Cup Trophy Tour. Coca-Cola also will recognize the best player celebration of the tournament (Coca-Cola). MARKETING MAGAZINE's Ed Kemp notes the ads, one of which will include former Cameroon soccer player Roger Milla, "will feature a specially commissioned song, called Wave & Flag, which will also be played online and at all Coca-Cola marketing events." As part of the "Coca-Cola Celebration Award," each time a player "celebrates a goal with a dance, footage of it will be uploaded to a website where fans can vote for their favourite." When asked whether FIFA "would relax rules surrounding goal celebrations," FIFA President Sepp Blatter said, "Players will be urged to do it with discipline and respect." Coca-Cola also will "roll out limited-edition commemorative World Cup packaging across its products" (MARKETINGMAGAZINE.co.uk, 9/22).

INSURANCE POLICY: MULTICHANNEL NEWS' Weprin & Tanklefsky reported State Farm is looking to advertise during the '10 World Cup. State Farm Ad Dir Ed Gold said that the company has been "reviewing ad strategy in the wake of the recession," but is "still willing to pay a premium for ads that have a lasting impact or meet its specific needs." Nielsen Media Research indicated that State Farm spends approximately $60M annually in Hispanic media, and Gold said that with Mexico "looking like it will make it into the draw, the tourney becomes an even more attractive buy for advertisers seeking to make an impact in the U.S. Hispanic marketplace" (MULTICHANNEL.com, 9/19).