Coca-Cola: Never Take The Jersey Off

Coca-Cola, the beverage brand, thwarted competition from its main competitor and drove sales during the 2018 World Cup by running a promo campaign that appealed to patriotic football fans in Egypt.

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyLead agency: FP7/CAI, Part of McCann Worldgroup, Good PeopleCountry: EgyptIndustries: Carbonated soft drinksMedia channels: Merchandise & free gifts, Online video, Social mediaBudget: 500k - 1 million

Executive summary

It’s the same every year: as the underdogs in the region, it’s not an easy battle. The pressure was on, and this time it was the World Cup.

Coca-Cola, the brand that globally sponsors the games, was hindered: yet again, its competitor blocked Coke from the using only channel airing the games; again, competition...

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