Magazine article Marketing

EDITORIAL: Coca-Cola's Local Strategy Cements World Cup Backing

Magazine article Marketing

EDITORIAL: Coca-Cola's Local Strategy Cements World Cup Backing

Article excerpt

Coca-Cola is making 25 ads for the World Cup. It's a simple statement, but it says a lot about how far the soft drinks giant has come with its commitment to 'local' advertising.

The temptation for Coke's Atlanta headquarters to create its own 'event' ad around the world's biggest sporting event must have been immense. Thinking global, despite its stated strategy to do the opposite, would have been understandable given the international nature of the tournament. Another 'For the fans', Wieden & Kennedy's epic ad for World Cup '98, could just as easily have graced screens across Europe this time around - and Coke's customers would have been content.

Instead, depending on where they are in continental Europe, those consumers will get an original Coke ad that should reflect their attitudes toward the World Cup and, presumably, to the Coke brand itself.

As our Analysis on page 15 reveals, the ads are very different in tone and content. …

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