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“We are trying to bring value as a marketing partner to the music industry, but I think even more so we’re trying to bring value
to the audience and create content experiences that maybe weren’t accessible to them—to really try to bring the music fans
something that they couldn’t find anywhere else,” Coca-Cola’s head of Global Entertainment, Joe Belliotti, told Billboard. “I
don’t ever see Coca-Cola becoming a record label. We’re not a record label. We’re a beverage company and we do really
good marketing. And I think if we can put that at the service of the music industry and the artists, that’s a good role for us to
play.”
As its press release notes, the visual identity for “The World’s Cup” campaign (at top) is being “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.”
In addition to a major content marketing push that includes a weekly series on YouTube, another way the beverage-maker
aims to engage consumers is by asking them to help put together the largest flash mosaic ever created. The Happiness Flag
(tagline: “Send your selfie to Brazil”) will be on the field before the first game of the Cup and be made from photos and tweets
submitted by fans from across the planet.
Pepsi, while not a sponsor, is tapping into World Cup Fever without ever actually mentioning it. It is also putting forth its largest
campaign ever, “Now is What You Make It” (hashtag: #FutbolNow) and it focuses solely on soccer, Ad Age notes. Its short film,
below, samples David Bowie’s Heroes and references its Live for Now global tagline:
Pepsi’s team of sponsored players are also featured in a cultural collaboration project that involves video, photography and
street art, called “The Art of Football”:
Nike, will try to again stamp its name onto a high-profile event without actually sponsoring it, just as it has done (to great
acclaim) in the last few Olympic Games. As part of its “Risk Everything” futbol-loving campaign in the lead-up to this year’s
World Cup, Nike debuted a slew of soccer gear as well as a short film featuring some of the soccer world’s best talent. The
Oregonian notes that Puma is also attempting to leverage the World Cup for sales as well.