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SBD Global/April 3, 2014/Marketing and Sponsorship
Coca-Cola '14 FIFA World Cup Campaign To Be Largest For Event In Company History
Published April 3, 2014
PROTEST POSSIBILITY: The AP's Rob Harris wrote Coca-Cola "has disclosed contingency plans to adapt its World Cup sponsorship and soften its celebratory tone in Brazil if unrest returns to the streets." Coca-Cola Chief Marketing & Commercial Officer Joe Tripodi said that the company "would react rapidly to any protests 'to make sure our messaging better reflected the mood' of the country." Tripodi: "The Brazilian people are going to rise up and support this World Cup in a big way. Do I think there might be some protests? There may well be" (AP, 4/2).
POP SENSATION: Pepsi on Tueday premiered the latest evolution of the brand’s '14 football campaign. The "Now" creative, via 180, L.A., is set to air in nearly 100 countries and will feature ManU's Robin van Persie, Chelsea's David Luiz, Real Madrid's Sergio Ramos, Man City's Sergio Aguero, Arsenal's Jack Wilshere and Barcelona's Leo Messi. The spot fuses the world of football and music through singer Janelle Monae as she performs David Bowie’s “Heroes." The creative unfolds on the streets of Rio (Pepsi). AD AGE's Natalie Zmuda wrote Pepsi's campaign -- its first global campaign for football -- "marks the largest global effort yet for both the brand [and] the company: about 100 markets will implement some aspect of the effort." Stony, a YouTube personality "known for putting together digital beats, stars in the spot." But in the campaign, he "comes across an 'everyman,' an intentional approach for a brand known for its celeb-studded campaigns." Pepsi Global CMO Kristin Patrick said, "Celebrity is always going to be an element of this brand. It's definitely part of our DNA, and we're not walking away from that at all, but the idea of making things relatable for this new generation of consumers is really important." Pepsi in all has "19 players on its roster and local markets are given the option to feature players that will resonate in their markets" (AD AGE, 4/2).