Blog: Olly Wehring"But Coke said I could, Ref"

Olly Wehring | 19 April 2010

The Coca-Cola Co has started up its engine for this year's FIFA World Cup tournament in South Africa today, with the launch of the first global TV ad for its namesake brand.

Hats off to the company, it certainly is a rousing advert, with 15 (I've counted) different on-pitch goal celebrations.

In September last year, you may recall, I was lucky enough to visit FIFA's headquarters in Zurich, and hear Coca-Cola's CEO, Muhtar Kent, detail the company's plans in the run-up to – and during - the tournament.

For every goal scored during the tournament and celebrated with a dance, Kent said at the time, Coca-Cola will make a donation to its 'Water for Schools' effort that helps provide schools with access to safe drinking water.

But will this charitable incentive push players to breach the rules? Surely the celebration in the ad when a player uses the corner flag as a microphone deserves a yellow card, for “unsporting behaviour, e.g. extravagant celebrations”?


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