Coca-Cola to embark on aggressive World Cup campaign 12/02/2010 |
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Coca-Cola's chief executive has revealed that the company's World Cup marketing push will be its “most comprehensive campaign ever”.
Muhtar Kent said the soft drink giant, which is three years into a 16-year sponsorship deal with Fifa, would use a variety of platforms to promote its sponsorship of the tournament.
“This global football event is the single largest sporting event in the world,” Kent said.
He described the World Cup Final, which is expected to attract a global TV audience of 1 billion, as “10 times the size of the Super Bowl”.
“It shouldn’t come as a surprise that our Fifa 2010 activation will be our most comprehensive campaign ever,” he added.
“It will include global commercials, online programmes, commemorative packaging, and a 225-day World Cup trophy tour touching 86 countries.”
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