Coca-Cola Presence in Argentina & the World Cup
By: Ryan Frazier Time line
• 1942: Coca-Cola is introduced in Argen na, with the opening of a bo ling plant in Buenos Aires; a second plant opens in Cordoba in 1944.
• 1964: An an -polio drive begins in Buenos Aires, Argen na. The Company disburses 1 million doses of oral an -polio vaccine. The vaccine is distributed in 16 hours to almost 300 sta ons with the support of 2,000 volunteers.
• 1966: During February and March, several Argen ne provinces flood, crea ng a massive loss of livestock, crops and homes. Coca-Cola bo lers donate food, clothing and money to the vic ms of the disaster, and Coca-Cola and Columbia Records sponsor a concert to encourage dona ons of clothing and food.
• 1978: Argen na 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 recogni on for its people management policies received from the Na onal Ins tute Against Discrimina on, Xenophobia and Racism in Argen na (INADI). – This recogni on is received by enterprises that have implemented a Gender Equity Model, promo ng corporate policy equity among female and male employees, while establishing strategic measures to correct them. This includes areas such as talent acquisi on; professional development; life balance ini a ves; discrimina on preven on; engagement improvement; and gender equity image development, among others. • Program Implementa on Excellence Award – La n America Region – Recogni on from the European Ins tute of Social Capital (EISC) for the implementa on of an innova ve Life Balance program, in place since 2007. – The design, implementa on and assessment of the several ini a ves included in the Life Balance program by Coca-Cola de Argen na are led by internal Life Balance Ambassadors who represent each area of the Company, both geographically and func onally, reaching an integral perspec ve. • Family-Responsible Company Award – Granted by Fundación Proyecto Padres with IAE Business School's Centro de Conciliación Familia y Empresa. In the first edi on of this pres gious Award, the assessment panel noted the innova on of Coca-Cola de Argen na's Life Balance strategy, policies and prac ces, with the concept of Life Balance Ambassadors as key differen ators in the implementa on of the program, which posi vely impacts associates and their families.
June 23, 2010 The Brand: Since 1942
– Had a presence in La n 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 Argen na) have for both Coca-Cola and football can be seen from this local’s perspec ve. • h p://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. •h p://www.youtube.com/watch?v=cuyZBol4yWw Coca-Cola: Official Sponsorship of FIFA World Cup
• The sponsorship began in 1978. • Coca-Cola has had stadium adver sing at every FIFA World Cup since 1950. • In 2005, FIFA and The Coca-Cola Company extended their partnership for another 16 years, un l 2022. • The current Coca-Cola brand pla orm is “Open Happiness,” invi ng fans from around the world to express their passion for football through dance celebra ons. 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 Celebra on Mix’ • The Longest Celebra on: Fans can upload their own goal celebra ons to YouTube. • Coca-Cola Celebra on Award: The tournament’s best goal celebra on will be determined by fans. • Adver sing: 3 global television commercials have been created as part of the campaign. • ‘Coca-Cola Presents: Celebra ng the Goal’ Documentary: 60-minute documentary of the stories behind the world’s most famous goal celebra ons. • Commemora ve Packaging: Special Coca-Cola packaging celebra ng 2010 FIFA World Cup. • Coca-Cola Football Camp: 250 teenagers from around the world par cipate 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 s ll largely felt in Argen na. • Pepsi launches a very crea ve 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 Argen na. • The ad is humorous, inspira onal, crea ve, memorable and a celebra on. • Commercial link: h p://www.youtube.com/watch?v=AiB3683PztQ Pepsi Will Drop Its Label if..
• Adver singAge released an ar cle June 16th informing Argen na fans that Pepsi Cola would drop its label for a week if Argen na won the World Cup. • The announcement came following Argen na’s coach Diego Maradona’s promise to run around naked in Buenos Aires if the team wins. • The illustra on of the naked Pepsi bo le (right) reads, “"If the coach goes naked, we will, too. Pepsi promises.” • The Pepsi campaign is highly crea ve, while using a very important figure in Argen na to connect the brand with the consumers. • The campaign provides a great way to bring about awareness while showing the dedica on Pepsi has towards the consumers of Argen na. Coca-Cola Profit Rises..
• First-quarter profit rose 20 percent due to sales in La n America. • Global sales by drink volume grew 3 percent, aided by a 4 percent increase in La n 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 adver sing company throughout La n America. April 20, 2010 Conclusion:
• Coca-Cola and Pepsi have both been successful at understanding the importance of globaliza on. • 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 op mism and happiness, create value and make a difference.” ~ The Coca-Cola Company A Special Thanks.. Professor Linda Lee and Jennifer Weghorst