Coke kicks off 'big year' with healthy-living World Cup message

Coca-Cola is planning to use its sponsorship of the World Cup to push its global sustainability campaign, encouraging consumers to live healthier and more active lifestyles.

Coca-Cola: Daniel Sturridge and Christian Karembeu at the World Cup trophy tour
Coca-Cola: Daniel Sturridge and Christian Karembeu at the World Cup trophy tour

The brand last week brought its World Cup trophy tour to the UK, with the trophy shown in London at an event attended by Liverpool and England striker Daniel Sturridge and retired French World Cup-winner Christian Karembeu.

Speaking to Marketing at the event, Coca-Cola’s GB and Ireland marketing activation director Brid Drohan-Stewart said: "It’s the kick-off of a very big year for us, and the trophy tour is the first of a big plan for GB.

"The brand is embedded in optimism, specialness and happiness – that’s the DNA of the Coca-Cola brand, and you can see from the buzz today that that’s what the trophy tour does. It taps into the 'goosebump' feeling that only the World Cup brings."

She added that Coke is gearing up for a bigger "conversation" with consumers around its "Movement is Happiness" global sustainability programme.

Drohan-Stewart said: "Getting people moving in life is a really important part of our marketing campaigns going forward, and we’ve committed globally to getting more teenagers and young people active.

"As we go through the year you’ll see this conversation all about active lifestyles, and football is a really great way of doing that."

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published