GLOBAL: Coca-Cola Co details FIFA World Cup programme
The Coca-Cola Co has unveiled full details of its marketing campaign for next year's FIFA World Cup tournament in South Africa.
The soft drinks giant, which has been an official sponsor of the tournament since 1978, confirmed the programme yesterday (21 September) at a press briefing in Zurich.
Among the key elements of the campaign are the recognition of the best player celebration carried out during the tournament, a music anthem, global television commercials, an online programme, commemorative packaging and the 86-country World Cup trophy tour, which was announced earlier this year.
The campaign begins with the trophy tour, which will take the World Cup to 86 countries, including every nation in Africa. The trophy will be flown later this week from FIFA's headquarters in Zurich to its first stop in Cairo, Egypt. Free tickets to the tour will be made available to consumers via Coca-Cola promotions in countries on the route.
A global TV commercial for Coca-Cola will launch ahead of the tournament, featuring Cameroon former footballer Roger Milla, who is renowned for his celebratory dance during the World Cup in 1990.
Meanwhile, for every goal scored during the tournament and celebrated with a dance, Coca-Cola will make an additional - although currently unspecified - donation to its 'Water for Schools' effort that helps provide schools with access to safe drinking water.
Also, Somalian hip-hop artist K'Naan has recorded an African-inspired track, entitled 'Wavin' Flag', as the anthem for Coca-Cola's programme. The track will be used as the music element throughout the entire campaign.
The FIFA World Cup takes place in South Africa from 11 June next year, until the final on 11 July.
just-drinks used its attendance at yesterday's event to speak exclusively with Coca-Cola's chief marketing and commercial officer, Joe Tripodi. The interview with Tripodi will appear on the site later this week.
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