Coca-Cola South Pacific has revealed the details of its FIFA World Cup advertising campaign which is aiming to take advantage of the excitement that surrounds the quadrennial football tournament.
The campaign features people in a rush to ‘stock up’ on Coca-Cola so that they don’t miss a minute of the World Cup action. It is set to air during all Australian matches and a select number of other group-stage matches as well as every game of the knock-out stages.
The senior brand manager at Coca-Cola, Emma Harper, said that “it was exciting to continue our partnership” with the World Cup citing Australians sporting passion as one of the key drivers for the campaign. She also cited the global reach as one of the major reasons for Coca-Cola’s keen involvement with the tournament.
The campaign will also be supported by a range of social media and in-store elements with special edition FIFA World Cup packaging also available.
As a Coca-Cola brand, Powerade has also launched a campaign for the tournament that is aimed at young, active males. The ‘Always Forward’ campaign tells the story of soccer’s evolution and highlighting its involvement in the history of soccer.
Both of the brand managers of Coca-Cola and Powerade stressed the benefits of being involved in such a big sporting event. They see the event as a “truly global consumption occasion” and a key opportunity to driving growing sales.
They also noted that it is a great opportunity to reach a broad and diverse range of people with the event attracting more than just soccer fans with everyone from around the world tuning in to the biggest sporting event in the world.
The FIFA World Cup runs from the 14th of June to 15th of July in Russia.