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Coke Puts Its Best Foot Forward in World Cup Promotion

Posted by Mark J. Miller on November 12, 2013 11:07 AM

The kickoff of the 2014 FIFA World Cup in Brazil won’t take place until June 12, but Coca-Cola is already in the spirit of the beautiful game thanks to its “Under the Crown” campaign, which follows the globetrotting World Cup trophy. 

The brand brought former Manchester United player Dwight Yorke and singer David Correy (who is the voice of Coke’s World Cup anthem, “The World is Ours) to Haiti on the Cup's latest tour stop. It will continue on to Kathmandu, Nepal on Dec. 2, when Coke will offer three fans the chance to fly to Nepal on the official FIFA World Cup Trophy Tour plane.  

Another World Cup sponsor, Adidas, is busy doing its own promo tour for its new Samba soccer cleats, designed to reflect the colors and culture of Brazil's Carnivale. The brand has already got a laundry list of top soccer players sporting the new cleats, including Leo Messi in a new ad for the line.Continue reading...

brand news

In the News: Super Bowl, Coke, Spidey and more

Posted by Dale Buss on February 8, 2011 09:00 AM

In the News

Super Bowl XLV posts record TV audience to become most-watched TV broadcast in US history. Chrysler's Super Bowl ad continues to reverberate as Volkswagen ponders what it’s actually getting out of buzz around “Little Vader” ad. Papa John’s keeps Super Bowl pizza mojo going with game-related promotions.

AOL's merger with Huffington Post is being closely watched as media/web bellwether.

British Airways projects pact with American Airlines will boost revenues.

Chipotle comes under immigration scrutiny for workers. 

Coca-Cola releases sustainability report.

Current TV, Al Gore’s outfit, expected to pick up Keith Olbermann.Continue reading...


Who Will Be Eliminated On X-Factor, Coke or Pepsi?

Posted by Abe Sauer on December 14, 2010 12:30 PM

The British version of Simon Cowell's other talent juggernaut, X-Factor, appears to be in a little trouble over accusations that the show has been clandestinely dabbling in product placement — a big no-no in the U.K., where laws governing commercials within programming are are "relaxing" (including "retroactively") but not quickly enough for Cowell.

The American version of X-Factor, set to debut next year, will have no such worry. The only troubling decision X-Factor product placement reps need to make State-side is which soda brand it should allow to fill the show with product. Deadline reports the show is holding a "a $50 million to $100 million auction" between Pepsi and Coke for sponsorship rights.

The big question: is it worth it?Continue reading...

brand challenges

American Idol at 10: Embracing Roots, Competing With Dad

Posted by Dale Buss on November 16, 2010 01:15 PM

The question has been asked before, but never so loudly and intensely as now: Does American Idol still have what it takes to remain America’s most-watched show? When the decade-old Fox reality series returns in January, will it remain king of the hill on prime-time television – or will its recent ratings slide intensify?

Such ponderings have new prominence, of course, because of the departure from the show of its symbolic father — iconic judge Simon Cowell — after nine seasons.Continue reading...

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