Coca-Cola: Hijacking the African Cup

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyLead agency: FP7/CAIRO, Part of McCann World GroupCountry: EgyptIndustries: Carbonated soft drinksMedia channels: Content marketing, Events & experiential, Merchandise & free gifts, Online video, Packaging & design, Social media, TelevisionBudget: Up to 500k

Executive summary

The African Cup of Nations is, for Egypt, much like the Super Bowl in the United States. Big campaigns with patriotic messages and megastar athletes are plastered all over the place. Needless to say, the messages are diluted and the clutter all looks red (our team's colour)....

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