Campaign surrounding 2014 FIFA World Cup is largest marketing program in Coca-Cola history
In its largest marketing program yet, Atlanta-based The Coca-Cola Co. is inviting the world to celebrate football — commonly referred to as soccer in the United States — as a force for social good. Through its "The World's Cup" campaign, The Coca-Cola Co. will promote participation, empowerment and conversation surrounding the 2014 FIFA World Cup in Brazil with the goal of delivering the most accessible and inclusive international football championship event ever, the company says.
"The World's Cup" will be brought to life through a number of key elements including a "One World, One Game" TV spot and digital film; "Where Will Happiness Strike Next" documentary-style short films; an official music anthem and photomosaic Happiness Flag for the campaign; the FIFA World Cup Trophy Tour by Coca-Cola; as well as a Brazilian visual identity, the company says.