Campaign details

Brand: Coca-Cola
Brand owner: The Coca-Cola Company
Lead agencies: FP7/CAI, Part of McCann Worldgroup, Good People
Country: Egypt
Industries: Carbonated soft drinks
Media channels: Merchandise & free gifts, Online video, Social media
Budget: 500k - 1 million

Executive summary

It’s the same every year: as the underdogs in the region, it’s not an easy battle. The pressure was on, and this time it was the World Cup.

Coca-Cola, the brand that globally sponsors the games, was hindered: yet again, its competitor blocked Coke from the using only channel airing the games; again, competition ran to sponsor star athlete Mohamed Salah and others from the national team; again, they had us scrambling for leftovers; but yet again, we managed to outsmart the giant.

Market background and objectives