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SBD Global/August 31, 2012/Marketing and Sponsorship

Coca-Cola Is Running A Consumer Campaign To Create The 2014 FIFA World Cup Mascot

FIFA sponsor Coca-Cola "will inaugurate its communication plan" for the 2014 World Cup with a campaign created by advertising agency Wieden+Kennedy, according to Felipe Turlão of MEIO&MENSAGEM. The campaign created by the company's São Paulo office will allow Brazilians "to send suggestions for characteristics" that will be adopted in the behavior of the official mascot for the World Cup. The goal is for the mascot to have "the most typical Brazilian characteristics." Suggestions will be accepted through a Facebook application that will accept suggestions through text, photo and video. Another FIFA sponsor, adidas, already ran a similar initiative to get consumers involved for '14 when they launched an online poll where people could vote on the name of the official World Cup ball. The objective of Coca-Cola is for the mascot to be "the most Brazilian of Brazilians" (MEIO&MENSAGEM, 8/28). MAQUINADOESPORTE's Lucas Turco reported that the official mascot of the World Cup will "not necessarily come from this campaign." Coca-Cola will send the best projects to FIFA and the organization "will decide if they like the idea" (MAQUINADOESPORTE.com.br, 8/29).
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