Coca-Cola and Pepsi have gone head to head in the build up to the 2014 Fifa World Cup, with Coke playing on its role as official sponsor and Pepsi playing up its association with high-profile players.
Coca-Cola, which has also unveiled its Brazil brand identity, is rolling out ‘The World’s Cup’ - the "largest marketing programme" in its history, which aims to "celebrate football as a force for social good".
The campaign includes the launch of the ‘One World, One Game’ TV and digital ad, which is being supported by documentary-style short films under the banner ‘Where Will Happiness Strike Next’.
Other activity includes a ‘Happiness Flag’, described as "the largest photomosaic ever created featuring fan faces and messages".
The ad, which was created by Wieden + Kennedy Sao Paolo features four football teams from different parts of the world, including from Southend in Essex. Coca-Cola has invited them to attend the World Cup and carry their national flags at the Germany vs Portugal game on 16 June.
Joseph Tripodi, Coca-Cola’s executive vice-president and chief marketing and commercial officer, said: "Just as Brazil is everyone’s country and Coca-Cola is everyone’s drink, the Fifa World Cup is everyone’s cup.
"Through The World’s Cup, Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world."
Meanwhile, PepsiCo is launching a global TV campaign in more than 100 countries, with a digital version that viewers can interact with and gain a closer look into the streets of Rio de Janeiro.
The campaign features the 2014 Pepsi Max footballer lineup, including players Leo Messi, Robin van Persie, David Luiz, Sergio Ramos and Jack Wilshere. The action takes place accompanied by a Janelle Monae cover of David Bowie’s ‘Heroes’.
Kristin Patrick, Pepsi’s global chief marketing officer, said: "We were inspired by the power and unity that sports and music bring to the world.
"Our content plan to capture this spirit celebrates the creative passion of footballers with music and how both of these awesome forces inspire us to ‘Live For Now’."
The article first appeared on http://www.marketingmagazine.co.uk
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