Brand owner: The Coca-Cola Company
Lead agency: FP7/CAI
Industries: Carbonated soft drinks
Media channels: Content marketing, Events & experiential, Merchandise & free gifts, Online video, Packaging & design, Public relations, Social media, Television
Budget: Up to 500k
The African Cup of Nations is, for Egypt, much like the Super Bowl in the United States. Big campaigns with patriotic messages and megastar athletes are plastered all over the place. Needless to say, the messages are diluted and the clutter all looks red (our team's colour).
For football veteran brand Coca-Cola, the African Cup of Nations was an event it had always owned – not necessarily through a sponsorship, but always through being the main source and initiator of great football conversation. Coke was the brand that knew Egyptian football best. For this reason, expectations were super high this year.