Menu
Marketing and Sponsorship

Coca-Cola Reveals World Cup Campaign Strategy Of Balancing Local, Global

Coca-Cola VP/Global Design James Sommerville said for this year's World Cup in Brazil, Coca-Cola set out to create a logo that would be "immediately Coke, immediately football and immediately representational of people coming together for the love of the game," according to Natalie Zmuda of AD AGE. The logo "was meant to become the lynchpin" of the company's largest-ever campaign, "The World's Cup." Like many large marketers, Coca-Cola "has been working to find the right balance between global and local in recent years, particularly when it comes to its marquee sponsorships of the Olympics and World Cup." Sommerville, co-founder of global creative agency Attik, acquired by Dentsu in '07, said that "there are check-ins with various markets as the program is being developed to avoid a situation where marketers are unenthused by the final product." Sommerville: "If there's no collaboration; very little consultation with anybody along the way; it feels too local to the host nation; it's not something that they can adapt, then there, potentially, would be a temptation for markets to do their own thing." The approach "proved successful" for the company's latest World Cup effort, which has been adopted by 175, or 85%, of its 207 markets. By comparison, 100 markets embraced the 2012 London Olympic Summer Games campaign. Graphics "were designed by Brazilian street artist Speto" (AD AGE, 5/29).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2014/06/02/Marketing-and-Sponsorship/Coke.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2014/06/02/Marketing-and-Sponsorship/Coke.aspx

CLOSE