Pepsi plots to spoil Coke’s World Cup tie

Pepsi plans to hijack the 2010 FIFA World Cup, sponsored by rival Coca-Cola, with a global marketing campaign created partly by consumers. 

The soft-drinks brand is to launch a football- and Africa-themed campaign that will follow the release of a charity song, Oh Africa, in January. A global TV campaign featuring the song will launch in March, building up to the World Cup kick-off in June. Pepsi is running a competition online, planned by MindShare, to offer members of the public the chance to sing on the recording of its song, performed by Akon, Keri Hilson and the Soweto Gospel Choir. Winners will be invited to visit the recording studios in Los Angeles.

 Coca-Cola’s global campaign will also feature a specially commissioned song, entitled Wave & Flag. Its activity will be based on the theme of fans’ and players’ celebrations through an interactive campaign called the Celebration Award. Each time a player celebrates a goal with a dance, footage of it will be uploaded to a website, where fans can vote for their favourite. For each vote cast, the company will make a donation to its Water for Schools programme. Pepsi undermined Coca-Cola’s presence at the 2006 World Cup in Germany with its ‘Pepsi Max World Challenge’ campaign.

 http://www.brandrepublic.com/BrandRepublicNews/News/967506/Pepsi-plots-spoil-Cokes-World-Cup-tie/?DCMP=EMC-DailyNewsBulletin

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s