ZURICH--(BUSINESS WIRE)--The Coca-Cola Company today unveiled elements of a global integrated marketing campaign inspired by the joyous dance celebrations familiar to Africa, the host continent for the 2010 FIFA World Cup™. The campaign developed to support its sponsorship of the landmark sporting event is an extension of the current Coca-Cola brand platform “Open Happiness.”

The campaign, showcased during a global press conference attended by Coca-Cola Chairman and CEO Muhtar Kent and FIFA President Joseph S. Blatter at the headquarters of Federation Internationale de Football Association (FIFA), invites fans to express their optimism and passion for football through active dance celebrations.

Among the key elements from the Coca-Cola campaign are the first-ever recognition of the best player celebration carried out during the tournament, a music anthem, global television commercials, an online program, commemorative packaging and the 86-country FIFA World Cup™ Trophy Tour by Coca-Cola.

“The worldwide passion for the sport of football is unrivalled and gives our business the best platform to connect with fans everywhere Coca-Cola does business,” said Muhtar Kent, chairman and chief executive officer, The Coca-Cola Company. “Our programs to support the 2010 FIFA World Cup™, like the Trophy Tour, will help ensure that fans have the chance to experience the excitement and pageantry of football no matter where they live. And like all football fans, Coca-Cola is especially excited about the 2010 FIFA World Cup™ taking place on the African continent for the first time.”

The campaign begins with the FIFA World Cup™ Trophy Tour by Coca-Cola, which will take the Trophy to 86 countries, including every nation in Africa. The ceremonial start of the tour was held today as President Blatter and Mr. Kent sent the Trophy on its round-the-world journey. The FIFA World Cup™ Trophy will be flown later in the week from Zurich to its first stop in Cairo, Egypt.

“The international reach and marketing expertise of our partner Coca-Cola is an enormous benefit in strengthening the game and helps us bring the excitement and passion of our sport to more people around the globe,” said Joseph S. Blatter, president of FIFA. “This campaign captures both the unique spirit of the continent of Africa and the celebrations that football inspires.”

“Football, especially during the FIFA World Cup™, can motivate people to ‘let go’ a bit and express their passion in a spontaneous way,” said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company. “This is particularly true of African football, where there is often a heightened passion for exuberant, colorful celebrations both on and off the field. That is the inspiration for our entire campaign.”

In the months leading up to the FIFA World Cup™ an array of programs will be activated that will bring fans closer to the FIFA World Cup™ experience. Among the highlights will be a global TV commercial featuring Roger Milla – the legendary footballer from Cameroon famed for his iconic celebratory dance during the FIFA World Cup™ Italia in 1990. Millions around the world remember Milla’s goal celebration as the first to include a joyful dance. Milla was on hand in Zurich to present the new spot.

Elements of the campaign will include:

The FIFA World Cup™ Trophy Tour by Coca-Cola

World football’s greatest prize is set to embark on its biggest ever global tour as part of the FIFA World Cup™ Trophy Tour by Coca-Cola. Free tickets to the Trophy Tour will be made available to consumers via Coca-Cola promotions in countries on the route. At events in each city, fans can have a souvenir photo taken of themselves with the trophy, view a 3-D movie showcasing moments of the FIFA World Cup™, participate in interactive displays and enjoy other entertainment. Short films highlighting the African leg of the tour will be created by a film crew lead by renowned filmmaker Jeremy Gilley of Peace One Day.

Coca-Cola Celebration Award

For the first time ever, Coca-Cola will recognize the tournament’s best goal celebration. Fans will be able to vote for the eventual winner online. For every goal scored during the 2010 FIFA World Cup™ and celebrated with a dance, Coca-Cola will make an additional donation to the Company’s “Water for Schools” effort that helps provide schools access to safe drinking water. The award will only recognize celebrations conducted within the rules of the game.

World’s Longest Celebration

Coca-Cola is inviting football fans to film and upload their own goal celebrations to the Coke website. All clips will be edited into a continuous ‘loop’ to create a non-stop celebration that will air on the website. Eligible fans will have the chance of winning great FIFA World Cup™ prizes including match tickets.

Advertising

Coca-Cola has created three commercials as part of the campaign – ‘Roger Milla’, which tells the story of how Roger Milla inspired footballers to celebrate goals in an African-inspired manner, ‘Quest’, an animated tale of one young footballer’s quest to find his perfect goal celebration and ‘Borders’, a film showing the hilarious things that sometimes happen as the FIFA World Cup™ trophy makes its way around the globe.

K’Naan Music Anthem

Up-and-coming Somalian hip-hop artist K’Naan has specially recorded an uplifting African-inspired track, a remix of ‘Wavin Flag’, as the anthem of Coca-Cola’s 2010 FIFA World Cup™ program. The track will be used as the music element throughout the entire campaign including as the soundtrack on all TV commercials, played at FIFA World Cup™ Trophy Tour by Coca-Cola events, featured on the online digital platform and more.

‘Coca-Cola Presents: Celebrating the Goal’ Documentary

Coca-Cola is producing a 60-minute documentary which investigates the stories behind the world’s most famous goal celebrations and catches up with 2010 FIFA World Cup™ players as they plan their African inspired celebrations for the tournament. The documentary will be broadcast globally in the run-up to the 2010 FIFA World Cup™.

Commemorative Packaging

Consumers around the world can put their hands on special Coca-Cola packaging that celebrates the 2010 FIFA World Cup™ with dynamic graphics and football imagery.

Coca-Cola Football Camp

250 teenagers from around the world will gather at a special football camp hosted by Coca-Cola in Pretoria, South Africa, during the FIFA World Cup™ tournament. The camp will encourage young people to continue to be active through sports and will include training, skills demonstrations, celebrity coaches and a tournament.

Coca-Cola Flagbearers

Once again, Coca-Cola is giving young football fans around the world the once-in-a-lifetime chance to be official flag bearers and lead the teams out on to the pitch before 2010 FIFA World Cup™ games.

The Coca-Cola Company has had a formal association with FIFA since 1974 and an official sponsorship of FIFA World Cup™ that began in 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.

About The Coca-Cola Company

The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.

About the 2010 FIFA World Cup™

The 2010 FIFA World Cup™ takes place in South Africa, kicking off on 11 June. It is the first time the 32 final teams are competing for the world’s most sought after trophy on the African continent. The final will be played on 11 July 2010 at the Soccer City Stadium in Johannesburg. The final draw for the groups is to take place in Cape Town on 4 December 2009.

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