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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, May 22 2014 02:56 PM | Comments (0)

    Closing the Gap: Bringing Sustainable Solutions to Customers

    A great deal of innovative CSR work is happening in the business world every day, but there are still too many gaps and missed opportunities.   

    When a recent survey by Walmart's Global Customer Insights and Analytics group revealed that 96 percent of Walmart shoppers indicated they had purchased sustainable products in the past year, the company realized that low prices are only one of numerous expectations. Further, with nine billion people projected to inhabit the planet by 2050, driving efficiency across the current food system is imperative. For Walmart, the key to bringing sustainable solutions to all of its customers is collaboration. Now, the retail giant is joining forces with CEOs from more than a dozen global companies to sign new commitments that accelerate innovation in sustainable agriculture and recycling.   

    Collaboration and supply chain transparency are also core elements of Verizon's commitments to CSR and its mission to use its technology to solve some of the world's most pressing problems in education, healthcare, energy management and sustainability. Recognizing Ericsson with Verizon’s first Top Performance Award for Corporate Social Responsibility, the company acknowledges that working with responsible suppliers enhances competitiveness by improving the way it does business around the globe.   

    IKEA is also doing its part to prove that doing good is good business. From meatless meatballs to wind turbines and solar energy investment, the Swedish retailer putting its money and corporate citizenship on the line. “I’m convinced we are in the middle of this clean revolution right now, but I’m also not convinced we are doing it fast enough,” said IKEA Chief Sustainability Officer Steve Howard. “All the challenges are solvable with the solutions we have today, but we don’t have the right leadership, policies and priorities in place. Most political and business leaders are in a state of denial. Sustainability will be a decisive factor in terms of which business will be here in 30 years time. It’s also the future of business.”   

    In a similar vein, The Hershey Company, recently unveiled its evolved CSR framework—“Hershey Shared Goodness: Good Business, Better Life, Bright Future. Surpassing environmental targets and exceeding its year-one cocoa certification goal, Hershey is delivering on its belief that operating ethically and effectively is simply Good Business. “Our bold, aspirational goals have enabled our people and business to grow significantly,” asserted CEO John P. Bilbrey. “Hershey Shared Goodness directly reflects Milton Hershey’s founding principle of ‘doing well by doing good,’ and positions us for greater growth today and into the future.” 

    Coca-Cola is also doing good—this time, in China. The company is launching a socially responsible bottled-water brand that will fund projects to bring clean drinking water to schoolchildren in rural China, where people have to walk long distances to reach a water supply.  Since socially conscious brands are not as present in China compared to some other markets, Coke saw an opening to do something innovative. While Coke has initiatives in many markets to make soda and water bottles more sustainable, the Chun Yue brand is the first created specifically with the goal of charitably helping communities.

    With resource challenges ahead and many real world problems to be solved here and now, companies like Coca-Cola, Walmart, IKEA, and Hershey are proving that doing good improves both consumer perception and business practices—and that, in turn, boosts profitability. Today's commitments, according to Walmart’s CEO Doug McMillon, “are about creating real systems change from one end of the supply chain to the other—meaning how products are grown and made, how they're transported and sold, and how we touch the lives of people along the way." Now that’s what we call shared value.   

    To find out more about future-proofing, the positive link between sustainability and executive pay, how sustainability helps companies like HP through tough times, and how brands are actively engaging employees in sustainability efforts—or to get more details on the stories above—check out this month’s installment of Closing the Gap!

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  • Posted by: Interbrand on Tuesday, February 25 2014 12:59 PM | Comments (0)
    Thinking Ahead in the Auto Industry

    Environmental groups like Greenpeace are turning up the heat for brands, calling on them to remove pollutants from their products. As cities play host to their fashion weeks, advocates are drawing attention to the issue. And many brands are responding with commitments to detox their products.

    As brandchannel has reported, Valentino committed to eliminating toxins and zero deforestation and Burberry committed to detox its clothing by Jan. 1, 2020. Other brands that have also responded to Greenpeace with commitments to detox include Uniqlo, Zara, Levi’s, H&M, Nike, adidas, Puma and Mango.

    What’s the value in integrating a Corporate Citizenship strategy for brands? Last month Clark University researchers revealed in their latest study that there is a definitive positive connection between sustainable, social and environmental supply chain management and corporate financial performance, measured by return on assets and return on equity. Not only is a boost detected, but a decrease in revenue is found when Corporate Citizenship is not integrated in supply chains.

    Taking a healthier approach can benefit brands not only in positioning themselves in terms of sustainability, but in connecting their brand values and identity with healthier living. As InterbrandHealth reported, CVS’s move to snuff out cigarettes by October 1 is a bold move. “By marrying business strategy with brand strategy, InterbrandHealth believes CVS is well on its way to being both an industry trailblazer and company to watch in the new world of health.”

    This month’s Closing the Gap, Interbrand's Corporate Citizenship newsletter, explores these topics and how brands like Coca-Cola, Ikea and Bacardi are taking action to future-proof against the environmental challenges of the coming years. As it becomes increasingly clear that climate change is an economically disruptive force, brands are putting a growing focus on Corporate Citizenship.

    The Carroll School of Management Center for Corporate Citizenship’s report finds a 74% increase in the number of companies reporting having a CSR executive over what was reported in 2010. More than 25% report that their CEOs are taking active roles in Corporate Citizenship program evaluation.

    This newsletter also features video of a conversation with Roel de Vries, Corporate Vice President, Global Head of Marketing, Communications and Brand Strategy for Nissan Motor Company and Jez Frampton, Global CEO, Interbrand. Frampton and de Vries discuss the importance of forward-thinking and investing in the future.

    How is your brand integrating Corporate Citizenship into its strategies and communicating its efforts to consumers? Share your take on the value of Corporate Citizenship and its role in branding with us on Twitter, LinkedIn and Facebook.

    To subscribe to Closing the Gap and to learn more about Corporate Citizenship at Interbrand, please contact Tom Zara, Global Practice Leader of Corporate Citizenship.

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