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

Gabriel Aleixo
BrainJuicer, Brazil
Flavio Marcondes
Coca-Cola, Brazil

Introduction

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 with consumers in the context of this event beforehand, in order to leverage the power of its global sponsorship in "the country of football".

It had a not to be missed opportunity to do this with the 2013 FIFA Confederations Cup, which also took place in Brazil. This event is essentially a rehearsal for the World Cup, and is traditionally held by the host nation the year before the larger tournament. For Coca-Cola, it had the same potential – an excellent environment to test their integrated communication plan before the main marketing event.