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  • Posted by: Gil Bottari on Thursday, July 10 2014 04:27 PM | Comments (0)

    FIFA World Cup 2014 - Brazil

    The FIFA World Cup is undeniably one of the biggest sports events on the planet—and the proof is in the numbers. In 2010, the audience for the Cup was 3.2 billion in South Africa. The biggest brands, of course, have not missed the opportunity to use this desirable platform to gain visibility, drive brand value, and strengthen emotional connections. An official event sponsor since 1978, with a contract to continue through 2022, Coca-Cola is one brand that has maximized this opportunity, creating many memorable World Cup moments. 

    Capturing the global spirit of the World Cup 

    Coca-Cola embodies the FIFA World Cup spirit both locally and globally like no other brand. Its campaign for the World Cup in Brazil—the "Everybody’s Cup"—refers to Brazil’s notably hospitable style of receiving any and all with open arms.  

    Coca-Cola World Cup 2014 packaging

    Realizing the power of music, futbol, and audience participation to unite people around the world, Coca-Cola brings its World Cup campaigns to life through theme-specific product packaging and songs that celebrate the event. Building on the success of the brand’s 2010 FIFA World Cup campaign song, “Wavin’ Flag”—which became an international hit and the “Song of the Cup”—Coca-Cola released a new song for the 2014 Cup: “The World Is Ours.”

    Fusing pop vocals with samba rhythms, the carnival-inspired song introduces futbol fans worldwide to the signature sounds of the host nation, Brazil. Celebrating the way the Cup connects countries and cultures around the world, the video features hundreds of real futbol fans’ Instagram photos. 

    Creating an inclusive and participatory World Cup experience    

    Sponsoring an event of this scale calls for brand communication that both engages audiences who are already fans, and captivates new audiences to connect emotionally with the sport. 

    Unveiled ahead of the 2014 Cup’s opening match, Coca-Cola’s “The Happiness Flag” perfectly symbolizes the brand’s ability to create shared experiences that engage people across social, cultural, and geographical divides.

    Formed of 192 printed nylon fabric panels, more than 200,000 fan images were incorporated to create the large “photomosaic” flag. Taking the notion of unity even further, the flag was based on a design developed by artists from countries that have a historic rivalry in futbol, Brazil and Argentina. 

    Along similar lines, Coca-Cola’s moving campaign for Argentina’s futbol team goes far beyond rivalry between nations; it compares life to a football match that results in cheers. Juxtaposing universal human moments of joy and tenderness with images of passionate fans and players in action, the spot succeeds in highlighting the emotions that unite us all. 

    In another emotional “win,” Coca-Cola recreates a special World Cup moment in the life of Victor Dell 'Aquila from Argentina, an amateur soccer player and devoted fan who lost his arms when he was 12-years-old. An image of Victor standing next to the futbol legends at the heart of his story immortalizes the moment in “El abrazo del alma” (“Embrace of the soul”).

    Coca-Cola World Cup 2014

    Coca-Cola is at the top of its game as a global brand. By connecting emotionally on a specifically local level as well as on a massive global scale, it has successfully linked the universal desire to quench thirst to shared core values like family, friendship, fun and happiness.  

    In the spirit of The World Cup, from Brazil to Japan to Argentina—and everywhere in between—Coca-Cola translates emotionally to all. 

    Gil Bottari is a Senior Designer in Interbrand's São Paulo’s office.

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  • Posted by: Paula Camarão on Tuesday, July 8 2014 07:24 PM | Comments (0)

    "Once every four years the whole world lives in the same time zone." That's how ESPN described the FIFA World Cup's impact—the biggest sports event on Earth attracts (and manages to unite) more than three billion people from many cultures and walks of life. For that reason, the World Cup is an incredible opportunity for brands to gain exposure—and, more than ever, they're taking advantage of the captive audience. 

    In recent months, a flood of green and yellow product packaging—referencing Brazil, where the World Cup is being hosted—has appeared, in all categories. But does an association with a big sports event (or a celebrity player) in and of itself really help a brand? What is gained beyond visibility? Does the association yield a significant return? Does the association fit the brand? And, most importantly, will people remember the brand and the ad—or just the ad? For example, the memorable ad that featured Neymar and Messi competing on the field, images of Rio de Janeiro, happy people, and a smart phrase at the end: Was it a message from Gatorade? Adidas? Or was it McDonalds? 


    Sea of green and yellow packaging


    Being a sponsor, even if large amounts of money are invested, is not always enough to create value for brands. To take full advantage of the rich opportunities the World Cup offers to connect with consumers around the world, brands must keep two key assumptions in mind:

    1. Continue the story of your brand

    Itaú, one of biggest banks in Brazil and FIFA national supporter, is known for supporting initiatives that seek to "change the world."Applying this to its World Cup sponsorship, its traditional hashtag #issomudaomundo (#thischangestheworld) was adapted to #issomudaojogo (#thischangesthegame). Through its social media messaging, the brand communicates that fans, with their spirit and enthusiasm, can change the outcome of a match. Putting money behind that message, the bank sponsored a song to inspire the crowd—and it became a national hit.

    Coca-Cola accomplished a similar feat in 2010 with the song "Wavin' Flag" by Somali-Canadian artist, K'naan. Though it was originally written for Somalia and the aspirations of its people for freedom, the song did not become a global hit until it was chosen as Coca-Cola's promotional anthem for the 2010 World Cup in South Africa. Remixed to match the celebratory nature of the event, Coca-Cola integrated its jingle, well known from Coca-Cola commercials, into the mix, generating a direct association between the song and the brand. The song was not only a top ten hit on charts around the world, it also effectively captured the sense of global unity that prevails during the World Cup as well as the optimistic spirit Coca-Cola seeks to convey.

    In this instance, such meaningful sponsored activity, aligned with the brand's identity, makes it impossible to speak of the 2010 FIFA World Cup without thinking of the song "Wavin' Flag." Similarly, the hashtag "thischangesthegame" will long be associated with the 2014 Cup as well as the bank, Itaú. In these cases, the investment was strategic and well-executed—and has contributed to building brand value.

    2.  Create an emotional connection

    Among the brands vying for the spotlight at the World Cup, the ones that reap the most benefits from this amazing sponsorship opportunity are the brands that forge an authentic, meaningful emotional connection with consumers. Beats by Dre accomplished this with its five-minute-long World Cup commercial, "The Game Before The Game," which begins with Neymar and his father talking on FaceTime, then bounces around the world to different Beats-wearing soccer stars preparing for matches. Even though it was prohibited from appearing in the Cup, the commercial struck a chord and generated over 20 million views on YouTube. 

    Stories create connection—and connection benefits brands. The World Cup offers ample opportunity to move and inspire people, which is how brands can really stand out.  

    As Arnab Roy, director of futbol marketing at Coca-Cola, put it, “[Futbol] is easily the No. 1 global passion and the FIFA World Cup is the biggest sporting platform. It has been a proven asset within our system to drive brand love and brand value.”


    Paula Camarão is a Strategy Analyst at Interbrand São Paulo.

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  • Posted by: Interbrand on Friday, June 13 2014 04:00 PM | Comments (0)

    Interbrand Global CEO Jez Frampton was invited on CNN today to discuss the current marketing and branding efforts around the World Cup. Jez suggests that the successful sponsors will be the brands that show they care about Brazil as much as they care about football. Watch the interview above and connect with Jez on Twitter: @jezframpton 

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  • Posted by: Interbrand on Thursday, June 12 2014 04:43 PM | Comments (0)

    Interbrand Global CEO Jez Frampton was invited on CNN this week to address the crisis surrounding Qatar's 2022 World Cup bid. With sponsors calling for an inquiry and FIFA's reputation in tatters, Jez addresses how FIFA should handle the damage to its brand, the sport and its relationship with its brand partners. Watch the interview above and connect with Jez on Twitter: @jezframpton 

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  • Posted by: Jamey Wagner and Will Kladakis on Friday, May 3 2013 01:41 PM | Comments (0)
    Louisville Slugger

    Only a month into Major League Baseball’s 2013 season, it’s already been an eventful one. Collin Cowgill became the first player to hit a grand slam during his debut game as a Met in franchise history. Washington Nationals’ Bryce Harper set a new MLB record, becoming the youngest Major League ball player to hit two homeruns in his team’s season opener. May snow interrupted yesterday’s Royals vs. Rays game in Kansas City, leaving players snapping shots of the snowfall from the dugout while the Royals played video of a fireplace on the center-field board and KC’s Alcides Escobar and Mike Moustakas had fun running on the tarp and sliding into second through the snow.

    For players and fans alike, baseball and Louisville Slugger® are synonymous. Chevrolet has even released a video extolling the most recognizable name in baseball’s craftsmanship. Interbrand Cincinnati, located in the same city the first professional baseball team called home, was honored to be selected to celebrate that craftsmanship in our redesign of the iconic Louisville Slugger logo, the brand’s first update in 33 years.

    Tasked with developing what is only the second significant change of the Lousville Slugger logo since the 129-year-old, fifth-generation and family-owned company made its first bat in 1884, Interbrand Cincinnati fielded a passionate project team with a love for and unique expertise in baseball. Staffers truly became a part of the brand in Louisville, on softball and baseball fields, with high school and college teams and in meetings with their key retail accounts.

    The rollout of the new logo began in time for Opening Day and will continue through the season, hitting retail stores in late October. Along with the logo, Louisville Slugger is introducing its new wood bat, MLB Prime™, to the diamond. The new bat boasts the hardest hitting surface in the game.

    Interbrand’s branding solution hit a home run as it found the balance between remaining a heritage brand and having a fresh, contemporary and relevant identity. The new logo and secondary mark provide the Slugger brand with tools to launch new products, connect with new, younger players and create a brand story for the modern era.

    The new “Louisville Slugger” logo provides balance between iconic elements, preserving the legendary oval and authentic stamp of approval, “Made in the U.S.A., Louisville, KY.” Interbrand envisioned how the new identity would extend to other touchpoints such as: the iconic finger stall on the back of a pitcher’s or fielder’s glove; catching equipment; non-wood bats for college and youth players; Louisville Slugger Field (home of the AAA Reds affiliate Louisville Bats); and the Louisville Slugger Museum and Factory logo.

    A secondary mark was created within the logo that can be used in smaller/alternate applications. This allows the brand to stretch to new products that are more image-based and it creates a visual shorthand for the brand that cameras can easily capture and fans in the stands and viewers can recognize.

    The overall program includes a color palette created for the brand that works for corporate and partner applications. The design successfully works for product, promotional and merchandising purposes.

    The Louisville Slugger logo redesign is generating significant excitement and media coverage, including pieces in Ad Age, The New York Times Blog and Business Courier.

    Jamey Wagner is Creative Director and Will Kladakis is an Account Leader for Interbrand Cincinnati.


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