Coca-Cola and Mercado McCann "have been working closely behind the scenes" to get ready for the FIFA World Cup in Russia, putting together a campaign that will run in 200 different countries, according to Kyle O'Brien of THE DRUM. Buenos Aires-based Mercado McCann was responsible for developing the core creative idea of the campaign, "Being Ready," but also for three of the four TV commercials of this campaign, "designed for various formats." The first commercial, "Stock Up," is done to the beat of the AC/DC song "Are You Ready?" which is "meant to inspire football fans to purchase their favorite Coca-Cola before each of the matches." Another ad, "Ready For," includes company employees "talking to the bottles and preparing them for the emotions they may experience during the World Cup." The third ad, "Uplifted Alex," is the first to appear within the frame of the 2018 World Cup. Mercado McCann and Coca-Cola created the first spot within a video game to be launched on real-world platforms. When playing EA Sports' FIFA 18 in Journey mode, Alex Hunter, the "star of the game," will sign a sponsorship contract with Coca-Cola, "becoming the brand's first virtual ambassador." A fourth spot, "Uplifters," was developed by The Cyranos // McCann from Barcelona (THE DRUM, 6/5).
PLAYING AROUND: MARKETING WEEK reported more than 6.6 million football-related toys and stickers have been sold since the beginning of '18, "with many sales attributed to World Cup fever." In the U.K., more than £11M ($14.8M) has been spent on football, Premier League and FIFA World Cup-themed toys including Panini Moscow stickers, Match Attax and Trump Cards, according to global information company NPD Group. In the week ending May 19, £921,000 ($1.2M) was spent on football-related toys. When it comes to the European market as a whole, the U.K., France and Belgium "lead the way" with £2.50 ($3.35) of every £100 ($134) spent on football-related toys.
REMAIN CALM: Tesco's F&F clothing brand partnered with charity Campaign Against Living Miserably "to help raise awareness of male mental health" in the U.K. ahead of the World Cup. The #MarkYourMan campaign features C.A.L.M. ambassador Romesh Ranganathan and comedian Rob Beckett. It is "designed to encourage men to support each other through the good times and bad, just as they would their football team." The short online films will be pushed out on social media (MARKETING WEEK, 6/6).
