Video: “One World, One Game” Coke World Cup advert
FIFA sponsor Coke is launching what it claims is the “largest” marketing program in the history of the company to act as a testbed for future brand building initiatives such as real-time marketing and Beacons technology.
A digital “One World, One Game’ film launches today (2 April) to introduce the main phase of the push following its launch at the turn of the year. The Wieden + Kennedy Sao Paulo-created documentary focuses on how four football teams from different parts of the world overcame difficulties through their love of the sport.
It is backed by a series of short “Where Will Happiness Strike Next” films captured during Coke’s Trophy Tour. Coke is underpinning the content drive with its first global real-time marketing activity.
Joseph Tripodi, chief marketing and commercial officer at the Coca-Cola Company, says: “Through ‘The World’s Cup’ campaign, Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world.”
The campaign comes amid a wave of civil unrest in Brazil as protesters rally against the government to improve key services.
Video: “Now is What you Make it” Pepsi TV advert
Non World Cup sponsor PepsiCo is looking to steal share from Coke this summer with its own football effort. The drinks maker has brought on board FC Barcelona footballer Lionel Messi, who is likely to be one of the stars of the tournament, to front its 2014 #FutbolNow campaign. The campaign spans nearly 100 companies and sees it also promote brand ambassador’s Janelle Monae’s remix of David Bowie’s “Heroes”.
The cover soundtracks an advert featuring Messi alongside fellow World Cup hopefuls Robin van Persie, David Luiz, Sergio Ramos, Sergio Aguero and Jack Wilshere. The advert (see above) follows Icelandic rapper Stony as he travels through Rio playing the remixed tune on everyday objects such as Pepsi bottles. Fans are able to unlock original moments at various points in the advert.
The TV spot is backed by a “The Art of Football” documentary exploring Pepsi’s art collection combining street art, photography and football.
Kristin Patrick, global chief marketing officer for beverages at PepsiCo, says the campaign aims to build on its “long-history” of working with the “world’s best football talent. Previous efforts have also featured Spanish striker Fernando Torres alongside Aguero and Messi.
Patrick adds: “Our content plan to capture this spirit celebrates the creative passion of footballers with music and how both of these awesome forces inspire us to Live For Now. This year, we are giving fans a totally unique and immersive experience of their own.”
Both brands are hoping to use excitement around the World Cup to generate loyalty and sales from emerging markets. Coke’s revenue dropped 2 per cent for the year to 31 December, while PepsiCo saw beverage sales tumble across established markets such as the Americas and Europe.