Beyond brand tracking: Coca-Cola and the 2014 World Cup

This paper describes the development of tools to track the effectiveness of campaigns by Coca-Cola, the beverage multinational, surrounding its sponsorship of the 2014 FIFA World Cup in Brazil.

Beyond brand tracking: Coca-Cola and the 2014 World Cup

Gabriel AleixoBrainJuicer, BrazilFlavio MarcondesCoca-Cola, Brazil


In 2007, Brazil was officially selected as the host country for the 2014 World Cup, setting off a flurry of activity – by the government to update infrastructure, certainly, but also by brands to craft effective marketing campaigns leading up to and during the event that would generate long-term positive business results.

For Coca-Cola, one of the global sponsors of the 2014 FIFA World Cup, these preparations were especially critical. The brand would need to develop approaches and learn how to engage...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands