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ATLANTA -- The Coca-Cola Co. is inviting the world to celebrate football as a force for social good in a newly launched marketing program that is the largest in the beverage company's history.
"The World's Cup" campaign will create unrivalled access, participation, empowerment and conversation with the goal of delivering the most accessible and inclusive FIFA World Cup ever, Coca-Cola said.
The program will be brought to life through a number of key elements:
- "One World, One Game" television and digital film;
- "Where Will Happiness Strike Next" documentary-style short films;
- An official music anthem for the Coca-Cola 2014 FIFA World Cup campaign;
- The Happiness Flag, the largest photo-mosaic ever created featuring fan faces and messages;
- A FIFA World Cup Trophy Tour by Coca-Cola; and
- A uniquely Brazilian visual identity.
"Just as Brazil is everyone's country and Coca-Cola is everyone's drink, the FIFA World Cup is everyone's cup," said Joseph Tripodi, executive vice president and chief marketing and commercial officer at Coca-Cola. "Through 'The World's Cup,' Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world."
Coca-Cola has had a long-standing relationship with FIFA since 1974 and has been an official sponsor of the FIFA World Cup since 1978. The refreshment giant has had stadium advertising at every FIFA World Cup since 1950 and is a long-time supporter of football at all levels.
"Coca-Cola prides itself on celebrating the power of football and the ability of the sport to bring the world together. Football is for everyone, regardless of geographical and social boundaries. That's why this year we are launching 'The World's Cup,'" added Tripodi.
The visual identity for the campaign is meant to represent happiness, togetherness and celebration. The design will be featured on all brand communications during the tournament.
For the first time, the visual identity was created in collaboration with a street artist, employing the unique style and talent of Brazilian artist Speto. The design features the color and characteristic designs of Brazilian street art with the faces of four young people from Brazil reproduced in Speto's signature graphic style, according to the announcement.
The Coca-Cola Co. is the world's largest beverage company, with more than 500 sparkling and still brands. Consumers in more than 200 countries enjoy its beverages at a rate of 1.9 billion servings a day.