Coke unveils World Cup campaign

Coca Cola has unveiled details of a global marketing campaign to support its sponsorship of the 2010 FIFA World Cup in South Africa.

Roger Milla

The soft drinks company says the integrated activity is “inspired by the joyous dance celebrations” familiar to Africa.

Three television advertisements will run globally, one starring former Cameroon international Roger Milla, famed for his goal celebrations during the World Cup in Italy in 1990, while another will feature the story a young footballer’s quest to find the “perfect goal celebration”.

A third will tell the story of the Word Cup trophy tour of 86 countries, which is sponsored by Coke.

In addition, the soft drinks firm is launching an award to recognise the tournament’s best goal celebration and will make a donation to its “Water for Schools” initiative for every goal celebrated with a dance during the tournament.

Other activity includes a World Cup anthem recorded by Somalian hip-hop artist K’Naan that will feature on the soundtrack to the TV spots, and a 60-minute documentary film that promises to “investigate the stories behind the world’s most famous goal celebrations”.

Commemorative packaging featuring football imagery will also be used across the company’s brand portfolio in the run up to the tournament next year.

Coca-Cola Company has been an official sponsor of the FIFA World Cup since 1978. It extended its association in 2005 with an option to renew through to 2022.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here