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Coke deflects concerns about World Cup ambush marketing

Lara O'Reilly

Coca-Cola’s European vice president of marketing has dismissed concerns that the brand’s sponsorship of the Brazil World Cup may be threatened by ambush marketing from rivals because he believes the brand is doing the “right thing” by eschewing the use of celebrity stars in its activation campaign to promote the “human” story of what Coke describes as the “World’s Cup”.

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