Coca-Cola unveils global World Cup strategy

Joseph Tripodi, chief marketing and commercial director said the campaign would be Coca-Cola's 'best campaign' ever and would ask fans the question: 'What's your celebration?'.

The campaign centres on the idea of spontaneous celebration. Tripodi said Coca-Cola would give fans outlets to share their celebrations through music, interactive campaigns and through the Coca-Cola FIFA World Cup Trophy Tour.

Coca-Cola will launch a series of global TV ads, one featuring Italia 1990 hero Roger Milla from Cameroon. Milla became famous as not only the oldest player in the tournament but also for his corner flag goal celebrations.

The ads will feature a specially commissioned song called 'Wave & Flag', which will also be played online and across all Coca-Cola marketing events.

Coca-Cola is also launching the Coca-Cola World Cup Celebration Award.

Each time a player celebrates a goal with a dance, Coca-Cola will upload the celebration to a site where fans can vote for their favourite. The company will donate money to the Coca-Cola Water for Schools Programme for each goal celebration. Coca-Cola has yet to decide how much it will donate for each dance celebration.

When asked if FIFA would relax rules surrounding goal celebrations, FIFA President Sepp Blatter said: 'Players will be urged to do it with discipline and respect'.

An online marketing drive goes live in early 2010. Fans will be urged to upload their favourite celebrations which Coca-Cola will then stream in a non-stop loop travelling around the world.

Marketing will also see the creation of limited-edition commemorative packaging across Coca-Cola products.

The event was hosted to officially launch the Coca-Cola FIFA World Cup Trophy Tour. The tour spans 86 countries over 225 days. The first FIFA World Cup Trophy Tour took place ahead of the 2006 World Cup in Germany.

The 2010 roadshow will visit every African nation before arriving at hosts South Africa.

Referring to FIFA's relationship with Coca-Cola, which dates back to 1978, Blatter said: 'We looked for a sponsor and finally we found a partner and now we are definitely friends. Friends bound for a grand adventure the FIFA 2010 World Cup in South Africa'.

The drinks giant has already launched a ticket giveaway through its Coke Zero brand. The promotion kicked off on 10 September and runs until the end of the month.