With the calendar turning definitely towards warmer weather with the arrival of April, Coke and Pepsi announced this week their massive plans for the 2014 FIFA World Cup. While Coke is an official sponsor, that hasn't stopped Pepsi from getting into the game in a big way.
For Coke, what it says is it the largest marketing program in the history of the company, invites the world to celebrate football as a force for social good. Through “The World’s Cup” campaign, Coca-Cola says it will create unrivaled access, participation, empowerment and conversation with the goal of delivering the most accessible and inclusive FIFA World Cup ever.
“The World’s Cup” 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
· The official music anthem for the Coca-Cola 2014 FIFA World Cup™ campaign
· The Happiness Flag - the largest photomosaic ever created featuring fan faces and messages
· FIFA World Cup™ Trophy Tour by Coca-Cola
· A uniquely Brazilian visual identity
“Just as Brasil 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, The Coca-Cola Company, about the brand’s new campaign for the 2014 FIFA World Cup™. “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.”
The “One World, One Game” television and digital film goes live across the globe today and is the brand’s invitation to the world to join “The World’s Cup”. The film, created in partnership with Wieden + Kennedy Sao Paulo, brings to life the stories of four football teams from four different corners of the world who have each overcome life’s challenges through their love of the game. The film sees the teams share their stories of the happiness that football brings them as Coca-Cola surprises each team with invitations to Rio de Janeiro, to see the preparations for the 2014 FIFA World Cup™. The teams’ experience will culminate in attending the tournament this summer, where they will have the honor of carrying the national team flags onto the pitch at Germany vs. Portugal on June 16th.
In a series of poignant, documentary-style, short films entitled Where Will Happiness Strike Next captured during stops along the FIFA World Cup™ Trophy Tour, Coca-Cola will share stories of passionate football fans that are using the game to help them triumph over adversity, in turn inspiring others to use the power of football to overcome difficulties. At each film’s climax, the stars are surprised by Coca-Cola and a special viewing of the FIFA World Cup™ Trophy.
“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 World Is Ours’ is the official music anthem for the Coca-Cola 2014 FIFA World Cup™ campaign featuring vocals from Brazilian born David Correy and sounds from Monobloco – a Brazilian street band. As Correy travelled across the globe championing the song, local artists were encouraged to put their own spin on the track, giving it a truly global flavor.
In an unprecedented move, Coca-Cola is giving fans from across the globe the chance to be part of the largest flag mosaic ever created and show the power of football to bring people from different backgrounds and beliefs together. The Happiness Flag – constructed from photos and tweets submitted by fans from around the world – will be seen on-pitch prior to the Opening Match of the 2014 FIFA World Cup™ in Sao Paulo on June 12th.
Underpinning the entire campaign is the longest ever FIFA World Cup™ Trophy Tour by Coca-Cola. Starting in September 2013 Coca-Cola has taken the FIFA World Cup™ Trophy on a journey spanning more than 92,000 miles and visiting 90 countries to encapsulate the true spirit of the campaign - that the FIFA World Cup™ really is “The World’s Cup”.
The visual identity for “The World’s Cup” campaign will be featured on all brand communication during the tournament and represents happiness, togetherness and celebration. For the first time, the design was created in collaboration with a street artist, employing the unique style and talent of Brazilian artist Speto. It 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.
The Coca-Cola Company has had a long-standing relationship with FIFA since 1974 and has been an official sponsor of the FIFA World Cup™ since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 and is a long-time supporter of football at all levels.
Pepsi Hails Heroes On And Off The Pitch
Pepsi today globally premiered the latest evolution of the brand's 2014 football campaign – a new series of shorts and a TV commercial that celebrate football and music proving that "NOW IS WHAT YOU MAKE IT." The "NOW" creative is set to air in nearly 100 countries. Starring the impressive 2014 Pepsi all-star football lineup – Robin van Persie, David Luiz, Sergio Ramos, Sergio Aguero, Jack Wilshere and four-time player of the year, Leo Messi – the spot fuses the world of football and music through singer / songwriter / producer Janelle Monae as she performs an exclusive, fresh take of David Bowie's iconic classic, "Heroes" – available today on iTunes worldwide.
The creative unfolds many surprises as it meanders through the streets of Rio and is told through the eyes of digital beat sensation, Stony – an everyday hero – proving that every day can become extraordinary when you live for now, says the company. With the instantly recognizable sound of the Pepsi can as the starting point, Stony takes fans through a colorful, rhythmic journey uniting football, music and art. The intertwined story ends with an electric culmination where Stony steps into an urban pitch filled with a crowd of fans united in a spontaneous moment of celebration.
"I love everything the film stands for. To me, it is all about that extraordinary burst of courage and passion which can embolden everyday people in a moment of spontaneity, which is also the message of David Bowie's venerable song," said Monae. "I was honored to join Pepsi for this campaign and remind people that now more than ever, we can all be heroes."
The interactive film of the commercial provides an immersive viewing experience, with a series of original moments for fans to unlock. The "now" is put directly into the hands of the fan, unlocking additional interactive content to delve deeper into Stony's tour through the streets of Rio – allowing them to create their own experience. The compelling, interactive escape offers twists and turns to the story of the footballers, Rio, Stony and Janelle and how their worlds sync up, all brought to life in an engaging, uniquely shareable way, with content vignettes including:
- a Messi sighting, with a crowd excitably gathering around him
- an impromptu Samba dance party
- impressive tricks performed by some of the world's greatest football talent
- Stony making beats from the street
- a signed ball from Ramos which fans can personalize and share
- picture snapping with Stony and a beautiful girl as they explore the colorful city
- an extended Janelle Monae performance of "Heroes"
- "The Art of Football" documentary trailer, giving a look into the making-of the unique Pepsi art collection combining street art, photography and football behind the scenes on-set in Rio
Kristin Patrick, Pepsi Global Chief Marketing Officer, PepsiCo Global Beverage Group: "We were inspired by the power and unity that sports and music bring to the world. 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. We have a long history of working with the world's best football talent to create stunning creative that sparks conversations and creates indelible moments that engage and excite football fans all over the world. This year, we are giving fans a totally unique and immersive experience of their own – a personalized journey that combines iconic music, our stellar roster of football talent and the ability to create your own NOW – uniting Pepsi fans around the world in a celebration of sport, music, art and everyday moments."
The "NOW IS WHAT YOU MAKE IT" global commercial and interactive film are the latest pieces of content to be released from Pepsi as part of its 2014 football campaign, which kicked off in January with the unveiling of its largest-ever, international football squad. It also follows the announcement of the brand's creative art collection, "The Art of Football." The yearlong campaign will continue to bring more experiences to fans throughout the year – bringing them closer to the game they love.
