Coca-Cola Presence in Argentina & the World Cup By: Ryan Frazier Time line • 1942: Coca-Cola is introduced in Argenna, with the opening of a boling plant in Buenos Aires; a second plant opens in Cordoba in 1944. • 1964: An an-polio drive begins in Buenos Aires, Argenna. The Company disburses 1 million doses of oral an-polio vaccine. The vaccine is distributed in 16 hours to almost 300 staons with the support of 2,000 volunteers. • 1966: During February and March, several Argenne provinces flood, creang a massive loss of livestock, crops and homes. Coca-Cola bolers donate food, clothing and money to the vicms of the disaster, and Coca-Cola and Columbia Records sponsor a concert to encourage donaons of clothing and food. • 1978: Argenna hosts the FIFA World Cup, and support from the fans helps carry the home team to victory over the Netherlands in the final. Coca-Cola de Argentina: Recent Recognitions • MEGA Gender Equity Quality Seal – A recognion for its people management policies received from the Naonal Instute Against Discriminaon, Xenophobia and Racism in Argenna (INADI). – This recognion is received by enterprises that have implemented a Gender Equity Model, promong corporate policy equity among female and male employees, while establishing strategic measures to correct them. This includes areas such as talent acquision; professional development; life balance iniaves; discriminaon prevenon; engagement improvement; and gender equity image development, among others. • Program Implementaon Excellence Award – Lan America Region – Recognion from the European Instute of Social Capital (EISC) for the implementaon of an innovave Life Balance program, in place since 2007. – The design, implementaon and assessment of the several iniaves included in the Life Balance program by Coca-Cola de Argenna are led by internal Life Balance Ambassadors who represent each area of the Company, both geographically and funconally, reaching an integral perspecve. • Family-Responsible Company Award – Granted by Fundación Proyecto Padres with IAE Business School's Centro de Conciliación Familia y Empresa. In the first edion of this presgious Award, the assessment panel noted the innovaon of Coca-Cola de Argenna's Life Balance strategy, policies and pracces, with the concept of Life Balance Ambassadors as key differenators in the implementaon of the program, which posively impacts associates and their families. June 23, 2010 The Brand: Since 1942 – Had a presence in Lan America for over 100 years. – The best-known product in the world. – Most popular so drink in history. – Biggest selling so drink in history. Passion for Coca-Cola & Football •A great example of the passion that los porteños (people of Argenna) have for both Coca-Cola and football can be seen from this local’s perspecve. • hp://www.youtube.com/watch?v=Bp0qmslnIWY •This link is a recent Coca-Cola commercial launched in South America during the World Cup (La Copa Mundial) as part of the campaign. •hp://www.youtube.com/watch?v=cuyZBol4yWw Coca-Cola: Official Sponsorship of FIFA World Cup • The sponsorship began in 1978. • Coca-Cola has had stadium adversing at every FIFA World Cup since 1950. • In 2005, FIFA and The Coca-Cola Company extended their partnership for another 16 years, un9l 2022. • The current Coca-Cola brand plaorm is “Open Happiness,” inving fans from around the world to express their passion for football through dance celebraons. Coca-Cola 2010 FIFA World Cup Campaign Elements included in the 2010 FIFA World Cup through The Coca-Cola Company: • The FIFA World Cup™ Trophy Tour by Coca-Cola: Fans can have photo taken of themselves with trophy. • K’NAAN Music Anthem: ‘Wavin Flag - Coca-Cola Celebraon Mix’ • The Longest Celebraon: Fans can upload their own goal celebra9ons to YouTube. • Coca-Cola Celebraon Award: The tournament’s best goal celebra9on will be determined by fans. • Adversing: 3 global television commercials have been created as part of the campaign. • ‘Coca-Cola Presents: Celebra9ng the Goal’ Documentary: 60-minute documentary of the stories behind the world’s most famous goal celebra9ons. • Commemorave Packaging: Special Coca-Cola packaging celebrang 2010 FIFA World Cup. • Coca-Cola Football Camp: 250 teenagers from around the world par9cipate in football camp with celebrity coaches offering training, skills and encouragement. • Coca-Cola Flagbearers: A chance for young football fans to be official flag bearers and lead the teams out onto the field. In support of its sponsorship of the 2010 FIFA World Cup, this world-wide campaign took place Competition: Pepsi • Although Pepsi is running a much smaller FIFA World Cup campaign, the presence is sll largely felt in Argenna. • Pepsi launches a very creave global television commercial to the song “Oh Africa” by Akon. • The ad features a few of the greatest players, including Lionel Messi, a favorite to the people of Argenna. • The ad is humorous, inspiraonal, creave, memorable and a celebraon. • Commercial link: hp://www.youtube.com/watch?v=AiB3683PztQ Pepsi Will Drop Its Label if.. • AdversingAge released an arcle June 16th informing Argenna fans that Pepsi Cola would drop its label for a week if Argenna won the World Cup. • The announcement came following Argenna’s coach Diego Maradona’s promise to run around naked in Buenos Aires if the team wins. • The illustraon of the naked Pepsi bole (right) reads, “"If the coach goes naked, we will, too. Pepsi promises.” • The Pepsi campaign is highly creave, while using a very important figure in Argenna to connect the brand with the consumers. • The campaign provides a great way to bring about awareness while showing the dedicaon Pepsi has towards the consumers of Argenna. Coca-Cola Profit Rises.. • First-quarter profit rose 20 percent due to sales in Lan America. • Global sales by drink volume grew 3 percent, aided by a 4 percent increase in Lan America. • However, sales by drink volume in North America declined 2 percent. • These results were announced on BusinessWeek.com in April, prior to the World Cup. • This helps explain why Coca-Cola appeared to be the dominant adversing company throughout Lan America. April 20, 2010 Conclusion: • Coca-Cola and Pepsi have both been successful at understanding the importance of globalizaon. • Coca-cola is the best known product in history as a result of the companies ability to not only follow through, but exceed its mission statement to consumers around the world. • “Our Mission: At The Coca-Cola Company we strive to refresh the world, inspire moments of opmism and happiness, create value and make a difference.” ~ The Coca-Cola Company A Special Thanks.. Professor Linda Lee and Jennifer Weghorst .