Coca-Cola unveils commitment to World Cup 2010

The Coca-Cola Company has reaffirmed its commitment to bringing the 2010 FIFA World Cup™ tournament to every South African by unveiling its plans for the event. 

The plans are part of the company’s largest globally integrated campaign in its history, and are specifically designed to bring the passion and euphoria of the tournament to as many South Africans as possible at the time, while still leaving a lasting legacy for communities long after the winner has been selected.

Highlights in the plans include the official 2010 FIFA World Cup™ Trophy Tour, which begins on 5 May 2010, as well as the 10 official 2010 FIFA World Cup™ Fan Parks and opportunities for ordinary South Africans to win tickets to both the tour and the games.

The Coca-Cola commitment is precisely in line with what FIFA President Sepp Blatter described as the “love story” between Coca-Cola and FIFA – Muhtar Kent, the global Chairman and Chief Executive of Coca-Cola Company, says, “The worldwide passion for football is unrivalled and gives our business the best platform to connect with fans everywhere Coca-Cola does business”.

The legacies left behind by the tournament include the “Give It Back” project, which is part of the 2010 FIFA World Cup™ Ticket Fund. This fund has seen pupils at 200 schools around the country collect plastic bottles and cans to win 20 000 tickets to the tournament’s games.

The South African leg of the 2010 FIFA World Cup™ sees the famous solid-gold FIFA World Cup™ Trophy take a tour of the country for 32 days, visiting about 38 venues and visiting fans around the country who wish to see and be photographed with world sports’ most iconic trophy.

Coca-Cola is a presenting sponsor of the 10 official 2010 FIFA World Cup™ Fan Parks, which are certain to draw massive crowds during the games and give fans unable to make it to the tournament the chance to enjoy the atmosphere of the 2010 FIFA World Cup™.

There are also a series of television commercials is to be used to drive the joy and celebration of the 2010 FIFA World Cup™ into competitions and things fans can get up to. The first commercial, called “History of Celebration”, should already be on television and cinema screens, and recalls how Cameroon’s Roger Milla celebrated after scoring a goal during a FIFA World Cup™ tournament.

Coca-Cola is using his celebration to encourage fans to join “Long Celebration” on Facebook and post images of themselves celebrating. Coca-Cola’s packaging reinforces this message with graphics of celebration dances and pictures of the Trophy, allowing fans to “hold” the trophy.

The television commercials feature K’Naan, the Somalian singing sensation, performing with the tournament’s theme tune of “Wavin’ Flag – Coca-Cola Celebration Mix”. The Economist, a globally influential magazine, predicts that the tune might even outsell Luciano Pavarotti’s rendition of “Nessun Dorma”, recorded for the 1990 FIFA World Cup™ in Italy.

Then there is the Replenish Africa Initiative (RAIN) and Water for Schools programme that are both an important part of Coca-Cola’s commitment to the people of South Africa and Africa itself.

Then, through the COPA Coca-Cola Football Stars programme, which runs immediately before the official start of the 2010 FIFA World Cup™, under-18 football talents from around the world compete for football glory and to show that diversity and friendship is worth valuing. Last but not least, the youth of South Africa are to take centre stage as they become Coca-Cola Flag Bearers or become part of the Ball Crew. They can be part of the actual games by bringing participating countries’ flags on to the playing field before the start of the match, and hand balls back to players when they are kicked out.

Onwell Msomi, General Manager: 2010 FIFA World Cup™ Project Team for Coca-Cola South Africa concludes, “The Coca-Cola programmes are not confined to just the joy and passion of the game, but have been broadened to address key themes of sustainability both in terms of the environment and human resources and to highlight key legacy programmes as well as youth development drives.  All of our programmes aim to help us live for a difference with the communities we serve. It is an enormous commitment and we hope South Africa is going to love it”.