Coca-Cola® and FIFA are bringing the world’s most celebrated trophy to the United States during the culmination of the largest, most fan-filled FIFA World Cup™ Trophy Tour ever. The legendary FIFA World Cup™ Trophy will visit four U.S. cities – Washington D.C.; Miami; Atlanta; and Los Angeles – on the final leg of its world tour before making the trip south to Brazil, host country of the 2014 FIFA World Cup™.
To celebrate the upcoming 2014 FIFA World Cup™, Coca-Cola has created the largest marketing program in the Company’s history. “The World’s Cup” campaign includes one of the world’s most accessible and inclusive fan experiences centered around the greatest prize in all of sports. As part of “The World’s Cup,” the FIFA World Cup™ Trophy Tour by Coca-Cola, which launched in September of last year, is giving more than one million people around the world the chance to experience soccer’s most coveted prize in their own communities. This nine-month journey is the largest and longest FIFA World Cup™ Trophy Tour and is the first ever pan-Latin America tour, with events in 39 countries across the region that is home to the host nation of the 2014 FIFA World Cup™. Once completed, the tour will have traveled for 221 consecutive days, visiting every country that has ever won the FIFA World Cup as well as 51 countries that have never had the opportunity to host the trophy.
“Seeing the FIFA World Cup™ Trophy in person is an unforgettable experience, especially in the stunning way FIFA and Coca-Cola are bringing it to fans,” said Katie Bayne, President, North America Brands, Coca-Cola North America. “The FIFA World Cup™ Trophy Tour gives everyone a chance to feel like they are truly a part of the global celebration of the FIFA World Cup™. This year’s tour lets more people in more places have a meaningful experience with the trophy, and along the way, we’re showing that the world’s favorite game goes even better with ice-cold, refreshing Coca-Cola.”
U.S. visits and Los Angeles fan experience
On April 14, Washington D.C. will be the first stop in the United States, during which the tour will visit the U.S. State Department and the residence of the Brazilian Ambassador for special events. After stops in Miami on April 15-16 and Atlanta on April 17, the FIFA World Cup™ Trophy will visit Los Angeles for a two-day fan experience on April 19 and 20 at L.A. LIVE. Coca-Cola will bring the FIFA World Cup™ to life in Los Angeles with Brazilian-themed entertainment, and fans will be transported to Brazil through a hologram experience.
Fans also will have the chance to have their photo taken with the legendary FIFA World Cup™ Trophy and give cheers to the Coca-Cola “Cheering Truck.” In addition, there will be a performance on April 19 by David Correy, a Brazilian-American singer and the voice behind Coca-Cola’s 2014 FIFA World Cup campaign song, “The World is Ours.” He will be joined by Puerto Rican reggaeton sensation Wisin on “La Copa de Todos,” the U.S. Spanish-English bilingual version of the song. Tickets are required for admission to the free event, and are available through various regional retail promotions. Fans can also enter a sweepstakes to win a package of up to six tickets to the Los Angeles fan experience by texting the word TROPHY to 26739 or by visiting www.cokeplaytowin.com/trophy, then following the automatic prompts to enter.
For the latest from the FIFA World Cup™ Trophy Tour including exclusive interviews, photos and videos, visit the official website www.fifa.com/trophytour, the official Facebook page www.facebook.com/trophytour, and Twitter at www.twitter.com/trophytour / @trophytour where an official photo blogger will live tweet directly from the events.
Coca-Cola Happiness Flag
Coca-Cola partnered with Walgreens to commemorate the FIFA World Cup™ Trophy Tour and invite fans from across the globe to be part of the largest flag photomosaic ever created, demonstrating soccer’s power to bring together people from different backgrounds and beliefs. The Coca-Cola Happiness Flag is the size of a soccer field and was designed by Brazilian street artist Speto in partnership with Argentinian artist Tec. The Happiness Flag will be unveiled on the field prior to the 2014 FIFA World Cup™ Opening Match in Brazil on June 12. Fans around the world will be able to submit their photos by visiting www.cokehappinessflag.com and then following the instructions to upload their pictures by signing-in to Facebook, Twitter or Instagram.
“The World Is Ours,” Coca-Cola’s Song for the 2014 FIFA World Cup™
Coca-Cola partnered with Brazilian-American singer David Correy to record the Company’s international song for the 2014 FIFA World Cup campaign, "The World Is Ours." Correy has traveled the world with the FIFA World Cup™ Trophy Tour, visiting more than 50 markets and performing “The World Is Ours” at many of the stops. Throughout the journey, Correy has collaborated with musicians around the globe to create 19 local versions of the song.
“The World Is Ours,” written by world-class songwriting team Rock Mafia, aims to capture and share the energy, passion and rhythms of Brazil with millions of soccer fans around the world. The song was produced by Brazilian-born Mario Caldato Jr., features Brazilian percussion band Monobloco and brings a variety of Brazilian musical flavors – including samba, baile funk and technobrega – to the world.
Get Happiness Rolling program
Coca-Cola is using excitement around the FIFA World Cup™ to spread happiness and encourage healthy, active lifestyles across the country. With its Get Happiness Rolling program starting in May, Coca-Cola packaging and point-of-sale displays will prompt consumers to give soccer balls to local schools by visiting www.coke.com/soccer and entering a participating My Coke Rewards product code. Everyone who enters a product code also will be instantly entered to win one of several Coca-Cola FIFA World Cup™ program prizes, including T-shirts, soccer balls, beach umbrellas and more.
Copa Coca-Cola soccer tournament
Leading up to the FIFA World Cup™, Coca-Cola is giving teen soccer players the opportunity of lifetime with a chance to win a trip to the Copa Coca-Cola Soccer Camp in Brazil during the 2014 FIFA World Cup™. An international youth soccer tournament played in 60 countries around the world, Copa Coca-Cola has allowed more than 4,000 teens between ages of 13 and 15 to get active and take part in the excitement leading up to the FIFA World Cup™. The multi-city U.S. championship tournament will culminate in Los Angeles at StubHub Center on April 18-20. Winning boys and girls teams from local tournaments in 10 U.S. cities including San Jose, Los Angeles, Seattle, Houston, Dallas, San Antonio, Miami, Chicago, Atlanta and New York will compete. As the grand prize, four players from the Copa Coca-Cola championship teams (two boys and two girls) will fly to Brazil and participate in the Copa Coca-Cola Soccer Camp, a unique experience with more than 150 young players from around the world, all Copa Coca-Cola participants of their countries’ national tournaments. The free tournament is made possible with help from official partners including McDonald’s, Walgreens, Delta Air Lines and the Starwood Preferred Guest (SPG®), the award-winning loyalty program from Starwood Hotels & Resorts Worldwide, Inc.
Limited-edition FIFA World Cup™ packaging designs
Coca-Cola also will introduce special limited-edition FIFA World Cup™-branded bottles, fridge packs and collectible can designs. Designed by Brazilian artist Speto, the commemorative packaging embodies the spirit of Brazilian street art and features the colors of the country’s flag. Celebrating soccer, happiness and the power of the world’s most popular sport to bring people together, these package designs will be on store shelves nationwide in May and June.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
Contacts:
Melina Baetti, 404-676-1533
mbaetti@coca-cola.com
