Mr. Majani aka Baba Ghafla
Coca-Cola today officially kicked off its FIFA World Cup 2014 campaign, with the beverage giant lining up a series of exciting activations for football fans in a bid to make this year’s World Cup, ‘Everybody’s Cup’.
With the world’s most celebrated game barely two months away, Coca-Cola, one of FIFA World Cup’s longest standing partners, promises to bring the football bonanza closer to the people by engaging football fans and customers in exciting activities that will give them the ultimate “Brazilian Experience”.
"A spectacle for football fans everywhere"
Speaking during the launch of the campaign in Nairobi, Coca-Cola’s General Manager for East Africa, Peter Njonjo outlined the dynamic partnership between Coca-Cola and the FIFA and the possibilities it created for football fans everywhere.
“We have been part of the FIFA World Cup since 1978. Since then, we have always brought the World Cup closer to the people and we will replicate that this year by ensuring that all our consumers get the feel of the global sporting spectacle in a way that only Coca-Cola can do,” he said.
The highlights will, among others, include a Happiness Flag activation where the company will run an online promotion asking football fans across the globe to send their pictures for compilation and printing on a huge ‘Happiness’ flag. The flag will then be paraded at the opening ceremony of the FIFA World Cup, bringing together different faces from different places in one venue.
“Our first step in making the upcoming World Cup ‘Everybody’s Cup’ was through the 2013 FIFA World Cup Trophy Tour which saw the iconic trophy make an over 148,000 kilometer world tour across 88 countries. And we didn’t stop there. We brought our World Cup anthem artiste, Brazilian David Corey, to Kenya and he worked with Octopizzo to record our anthem – The World is Ours – with a Kenyan touch,” said Mona Karingi Coca-Cola’s Senior Marketing Manager - Kenya.
As part of the campaign, Coca-Cola will also run promotions that will see thousands of consumers and football fans win branded and valuable merchandize. The beverage company will also set up World Cup viewing centers in strategic places across the country where fans will have an opportunity to come together and rally behind their teams giving them the ultimate World Cup experience.
Meanwhile Coca-Cola through its flagship grassroots youth football tournament, COPA Coca-Cola will send JMJ Academy’s Lloyd Kim to Brazil on a one-week camp. Kim, who captained JMJ to the national finals title last year and also captained the Kenyan team in their exploits at the international camp in South Africa, will join over 150 (12 from Africa) other young players in Brazil for a soccer camp. The young COPA players will get topnotch coaching at the camp. They will also attend the FIFA World Cup opening ceremony and watch the opening match between hosts Brazil and Croatia live.
“Lloyd demonstrated leadership and maturity beyond his years last year’s COPA Coca-Cola tournament,” said Njonjo. “He was the calm voice in the dressing room and the astute player on the pitch. He showed us all that we can lead at any age and stage for as long we give the task at hand our best and our all. We are honoured to reward him in this way,” he remarked.
Coca Cola World Cup Launch