Coca-Cola is activating its silver partnership rights at Chile 2015 – which runs from 11 June to 4 July – with a new host nation TV spot launching in the first week of June called ‘We Are All Red’ and celebrating the tournament’s ‘return home after 20 years’.
Using both the campaign ‘We Are All Red’ hashtag #TodosSomosLaRoja as well as the generic tournament hashtag #CopaAmérica2015, the creative aims to generate support for the host nation (which plays in a red strip).
The campaign initially launched in May with a spectacular light projection, water stunt,
which was promoted with a spot and the inevitable ‘Making Of’ online film.
The work is also being pushes across Coca-Cola’s social channels in Chile – including its Twitter feed:
— Coca-Cola Chile (@CocaCola_CL) June 5, 2015
— Coca-Cola Chile (@CocaCola_CL) June 3, 2015
— Coca-Cola Chile (@CocaCola_CL) May 29, 2015
Another key element of its activation is its tournament anthem – #MuévetePorLaRoja (Move The Reds) – first launched back in January with an online music video.
The track and linked dance aims to drive host nation support through the tournament and aims to be itself a summer hit.
This campaign strand was developed with Salado Films and produced by Street Casting and Free Style Soccer.
This was followed bny an on-pack promotion and in February by a sponsor ticket giveaway ‘Coca-Cola / # CopaAmérica ‘Promo Tapitas’ which offered up to 2,000 pairs of tournament tickets.
The parent company is also activating its tournament rights with a series of separate, market-specific Powerade initiatives based around the tournament – such as this Colombia campaign.
Back in November 2014 when the Atlanta-based soft drinks behemoth first signed up to become a 2015 Copa America sponsor it became the fifth of 10 brands to do so.
Coke’s tournament advertising approach dovetails neatly with the brand’s existing, non-football colour-led marketing in Chile which carries the #LaFelicidadTieneUnColor (We Are All One Colour) tag that reinforces the brand’s new parent brand, multi-variant marketing approach – as illustrated by this current TV campaign.
Not to be outdone, fierce rival Pepsi is also using its own player endorser deals to ambush the tournament and go head-to-head with Coca-Cola’s official rights in specific Latin American markets.
For instance, in May Pepsi rolled out its own commercial ahead of the Copa America featuring Paris Saint Germain and Argentina player Ezequiel Lavezzi
A topless Lavezzi fronts the soft drink’s brand’s new TV spot wearing fire-fighter trousers.
Lavezzi, nicknamed ‘Pocho’, used his personal Twitter to tweet a picture of himself from the spot with the hashtag ‘#PochoPompier’ to announce the campaign debut.
Thus far, the ad promoting a new Pepsi 2 Litre returnable bottle, was viewed 524,656 in its first month. The spot was developed by agency BBDO Argentina: the creative director was Luciano Bellelli, the art director Sturzenegger and it was produced by Poster, directed by Plástico (Alejandro Ruax y Ramiro Martinez), effects by WOLF VFX and sound by both Inaudito and Papa Music.
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Chile 2015 Copa America