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Tour by Coca-Cola Aims to Get Fans #ReadyFor the 2018 FIFA World Cup Russia
The globe-trotting FIFA World Cup Trophy Tour by Coca-Cola crossed the midway mark last week with its 21st stop since taking off in London on 22 January. The experiential activation—which gives fans the once-in-a-lifetime opportunity to get up close to the same solid-gold trophy that will be presented to the winning country of the 2018 FIFA World Cup in July—covered more 46,000 miles during its first 45 days, making stops in 36 cites.
The tour, which will ultimately visit 91 cities in 51 countries on six continents, invites fans around the world to get #ReadyFor the 2018 FIFA World Cup in Russia. Before starting its global leg, the FIFA World Cup Trophy Tour by the brand travelled across Russia for three months, spanning nearly 10,000 miles and visiting 16 cities, making it the longest-ever host country tour.
This marks the fourth time Coca-Cola and FIFA have come together to bring the Trophy Tour to the world.
Coca-Cola also recently announced a partnership with Jason Derulo to craft an anthem that reflects its values of optimism and inclusion, and that celebrates the vibrancy and excitement of the FIFA World Cup and its role in bringing people together.
The anthem heard in Coke’s promotional tour video above is a rallying cry for fans around the world to embrace their “colours”, a concept that extends beyond country flags and team jerseys.
The pop star collaborated with a diverse array of international artists—from Switzerland, to Saudi Arabia, to South Africa—on a series of local remixes of “Colors” to be released in the coming months.
The partnership with Derulo marks the latest chapter in the brand’s global marketing campaign for the 2018 FIFA World Cup, following its signing of its first-ever-virtual ambassador, Alex Hunter, for the EA FIFA 18 game, and the kickoff of the 2018 FIFA World Cup Trophy Tour by Coca-Cola.
Coca-Cola was a four-time global winner of the World Branding Awards, in the Beverages-Softdrinks category.
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