Coca-Cola World Cup

Going green to leverage brand sponsorship.

IMPACT

400% over expected participation
70 countries sold World Cup products
Biggest global activation in Coca-Cola history

 

CHALLENGE

Coca-Cola wanted to leverage its sponsorship of the World Cup in South Africa with a branded, playful, globally available merchandise range, incorporating a unique ‘green’ positioning.

 

APPROACH

With just 40 days from brief to sign-off, developing and sourcing a range of merchandise was tough even without the ‘green’ challenge.

Working with our supply chain in Chicago & Shenzhen, and directly with manufacturers we invented a mass-produced soccer ball made from 3 recycled Coke bottles, a T-shirt with recycled thread from bottles and a green Vuvuzela…making Coca-Cola a memorable fan favourite at the World Cup.