The Coca-Cola Company is rolling out “The World’s Cup”, the largest marketing campaign in its 128-year history, ahead of the upcoming FIFA World Cup. The marketing platform will include a range of elements such as “Where Will Happiness Strike Next” documentary-style short videos, The Happiness Flag photomosaic that will highlight fan faces and messages, FIFA World Cup Trophy Tour, and many more.
Pepsi, one of the official partners of the 86th Academy Awards, has celebrated some of the most famous quotes from legendary films in its 60-second spot that aired during the ceremony’s broadcast on ABC yesterday. The “Mini Hollywood” ad, promoting the smaller version of the soda’s can, communicates the message that even the tiniest amounts (like the smaller can or a quote) can retain the full power of the original product.
In 1963, Pepsi-Cola kicked off a TV, radio, print and billboard campaign that made advertising history. Pepsi showed young people motorcycling, skiing, surfboarding, flirting. The product itself was barely described except as the choice of “livelier, active people,” with “the young view of things.” The campaign’s tagline: “Come alive! You’re in the Pepsi generation!”
Nespresso has made real people and emotional moments the core element of its first-ever Australian advertising campaign, “Nespresso Coffee Moments.” The marketing effort, realized by via McCann Australia (creative) and Weber Shandwick (integrated), is infused with a big dose of sentimentalism as it explores the intimate connections between the consumer and coffee, revealed through visuals and video.
Jim Beam is launching a campaign to protect bees, the producers of honey used for Jim Beam Honey, a new product in the brand’s range. The new humorous initiative, Sue the Bears, is aimed at one of the “bee’s enemy”—bears. As part of the effort, Jim Beam will donate money to real-life organizations that protect bee populations and try to find a solution to what’s called Colony Collapse Disorder. Reports have it that honey bees are now under threat in the USA—they are dying or go missing at tremendous rates, about 1/3 of bees in beehives disappeared from their hives over the 2012/2013 winter season across the USA.
Usually, the popping of champagne bottles marks the end of the world cup of advertising—the Cannes Lions International Festival of Creativity—where this year more than 35,765 entries from 92 countries competed to bring home one of the much-coveted Lion trophies. But perhaps it should have been sirens that signaled the end of this year’s commercial power struggle—a signal of distress.