Blog: "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”?
Here's a round-up of the big stories on just-drinks last week, featuring AG Barr, Bombay Sapphire, Wines of South Africa and Pabst Brewing Co....
It seems there's not much in the world that can make people smile these days. Luckily, we're part of an industry that has just been scientifically proven to do just that. ...
Despite accounting for just a small percentage of overall sales, craft beer is making an impression on the US....
Here's a round-up of the big stories on just-drinks last week, featuring SABMiller, Orangina Schweppes, PepsiCo and Scottish devolution....
- No Home Comfort for TWE as Bids Collapse
- Bacardi Seeks Own History at Bombay Sapphire Home
- Treasury Wine Estates: Here I Go Again On My Own
- NPD: The Craft Cocktail Revolution
- Private-equity bids "over" - TWE head
- Carlsberg suspends production at Russian brewery
- Anheuser-Busch InBev appoints new AmBev CEO
- Suntory Holdings to split beer, spirits division
- Treasury Wine Estates pulls plug on takeover talks
- Quintessential Brands changes MD at Essential unit