Coca-Cola - Who was better: Maradona or Biro-Biro?

Coca-Cola wanted to strengthen its appeal in Brazilian bars where beer was the popular drinking choice.

Coca-Cola – Who was better: Maradona or Biro-Biro?

JWT Brasil

SUMMARY

Football gave Brazil worldwide fame. And it is football that has helped Brazilians know themselves and their own country.

Football in Brazil is bigger than basketball, American football, baseball and hockey combined. Throw in the Olympic Games, American Idol, Brad Pitt and Angelina Jolie – even the Founding Fathers. More than the national sport, football is the national identity, Brazilians’ proud and joy and the hottest topic, too.

This is the story of how Coca-Cola played a new part in this passion creating a real experience for sports fans....

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