Coca-Cola: The Line-Up Song

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Advertiser: Coca-ColaBrand: Coca-ColaAgency: FP7/CAICountry: Egypt

Objectives

The cola war is an always-on battle, globally. And it's no different in Egypt.

In Egypt, specifically, the battle is fierce! Market shares are 50-50 and Pepsi often gives Coca-Cola a run for its money. And just like everywhere around the world, the two brands aggressively attack each other through their football platforms. This case is the story of one of these very aggressive football attacks.

With the African cup of nations approaching and Egypt making it to the tournament, Pepsi did what it always does best....

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