How Coke Persuades Its Marketers Around the Globe to Buy Into World Cup Campaign
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The approach proved successful for the company’s latest World Cup effort, which has been adopted by 175, or 85%, of its 207 markets. By comparison, 100 markets embraced the 2012 London Olympic Summer Games campaign.
Graphics were designed by Brazilian street artist Speto. Coca-Cola met with several artists before selecting Speto, who created elements for the campaign by carving into scrap wood and spray painting on canvas. Those elements were combined into a modular system that markets can arrange to their liking. They can also be shaded to mimic countries’ national color schemes — red, white and blue in the U.S. or green and yellow in Brazil, for example. Mr. Sommerville described the system as a “coloring book” for marketers.
“Our mindset was, how do we go from the napkin to …175 markets. If we can’t take that artwork and turn it into a system, then it will not get adopted,” Mr. Sommerville said. “What we don’t want is matching luggage. We give the markets creative freedom, but actually they’re all working off the same ingredients.”
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