MUMBAI: Beverage conglomerate Coca-Cola has unveiled elements of a global integrated marketing campaign inspired by the joyous dance celebrations familiar to Africa, the host continent for the 2010 Fifa World Cup.
The campaign, developed to support its sponsorship of the sporting event, is an extension of the current Coca-Cola brand platform ‘Open Happiness‘. The campaign, showcased during a global press conference attended by Coca-Cola chairman and CEO Muhtar Kent and Fifa president Joseph S. Blatter at the headquarters of Federation Internationale de Football Association (Fifa), invites fans to express their optimism and passion for football through active dance celebrations.
Among the key elements from the Coca-Cola campaign are the first-ever recognition of the best player celebration carried out during the tournament, a music anthem, global television commercials, an online program, commemorative packaging and the 86-country Fifa World CupTrophy Tour by Coca-Cola.
Kent says, "The worldwide passion for the sport of football is unrivalled and gives our business the best platform to connect with fans everywhere Coca-Cola does business. Our programs to support the 2010 Fifa World Cup, like the Trophy Tour, will help ensure that fans have the chance to experience the excitement and pageantry of football no matter where they live."
The campaign begins with the Fifa World Cup Trophy Tour by Coca-Cola, which will take the Trophy to 86 countries, including every nation in Africa. The ceremonial start of the tour was held today as President Blatter and Mr. Kent sent the Trophy on its round- the-world journey. The Fifa World Cup Trophy will be flown later in the week from Zurich to its first stop in Cairo, Egypt.
In the months leading up to the Fifa World Cup an array of programmes will be activated that will bring fans closer to the Fifa World Cup experience. Among the highlights will be a global TV commercial featuring Roger Milla - the footballer from Cameroon famed for his celebratory dance during the Fifa World Cup in Italy in 1990. Millions around the world remember Milla’s goal celebration as the first to include a joyful dance. Milla was on hand in Zurich to present the new spot.
