Coca-Cola Brazil World Cup: Wavin’ Flag and Gol Ooool

As soccer's 2010 FIFA World Cup in South Africa approached, long-standing sponsor Coca-Cola faced competition to stand out from the many other brands offically sponsoring the tournament.

Coca-Cola Brazil World Cup: Wavin' Flag and Gol Ooool

Agency: JWTClient: Coca-ColaProduct: Coca-Cola Brazil World Cup

Objectives

The sponsorship of the FIFA World Cup is an initiative that has been for years, part of Coca-Cola's performance in soccer. In this scenario, the 2010 World Cup was a pivotal moment for the brand to consolidate its relevance in this territory, paving the way for the next edition of the tournament, in Brazil. One might think that the mere sponsorship and the large investment that accompanies it were enough to consolidate this goal. Nothing is further from...

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