Brands
Coca-Cola launches ‘The World’s Cup’
MUMBAI: With just over two months left for the biggest football bonanza to start, The Coca-Cola Company has launched a campaign to celebrate the game as a force for social good. This is the largest marketing programme in the history of the cola company.
Through ‘The World’s Cup’ campaign, Coca-Cola will create unrivalled access, participation, empowerment and conversation with the goal of delivering the most accessible and inclusive FIFA World Cup ever.
‘The World’s Cup’ will be brought to life through a number of key elements:
- ‘One World, One Game’ television and digital film created in partnership with Wieden + Kennedy Sao Paulo, brings to life the stories of four football teams from four different corners of the world who have each overcome life’s challenges through their love of the game.
- ‘Where Will Happiness Strike Next’ documentary-style short films will share stories of passionate football fans that are using the game to help them triumph over adversity, in turn inspiring others to use the power of football to overcome difficulties. At each film’s climax, the stars are surprised by Coca-Cola and a special viewing of the FIFA World Cup Trophy.
- The official music anthem for the Coca-Cola 2014 FIFA World Cup campaign features vocals from Brazilian born David Correy and sounds from Monobloco – a Brazilian street band.
- The Happiness Flag – constructed from photos and tweets submitted by fans from around the world – will be seen on-pitch prior to the opening match of the 2014 FIFA World Cup in Sao Paulo on 12 June.
- FIFA World Cup Trophy Tour by Coca-Cola on a journey spanning more than 92,000 miles and visiting 90 countries to encapsulate the true spirit of the campaign.
“Just as Brazil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup is everyone’s cup,” said The Coca-Cola Company executive VP and chief marketing and commercial officer Joseph Tripodi, about the brand’s new campaign for the 2014 FIFA World 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.”
“Coca-Cola prides itself on celebrating the power of football and the ability of the sport to bring the world together. Football is for everyone, regardless of geographical and social boundaries, that’s why this year we are launching ‘The World’s Cup’,” added Tripodi.
The visual identity for ‘The World’s Cup’ campaign will be featured on all brand communication during the tournament and represents happiness, togetherness and celebration. For the first time, the design was created in collaboration with a street artist, employing the unique style and talent of Brazilian artist Speto. It features the colour and characteristic designs of Brazilian street art with the faces of four young people from Brazil reproduced in Speto’s signature graphic style.
The Coca-Cola Company has had a long-standing relationship with FIFA since 1974 and has been an official sponsor of the FIFA World Cup’ since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup’ since 1950 and is a long-time supporter of football at all levels.
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
