 | patriotism stands strong |
The World Cup. For most of the world this is the time that you stop whatever you are doing to cheer for your country. This is the time to forget all the things you don’t like about your country, and to allow yourself to be proud, to show your passion, to wear your flag, to scream the name of your country. For most brands, small or large, deodorant or wireless service, it is also the time that you, on top of whatever you are already doing and saying, you also let the consumers know that you also love football, just like they do. Being this event as much about sport as about patriotism, have you ever thought how this could pose a conflict to global brands?
Some, mostly sports brands, have managed to do it beautifully, by capturing the essence and passion for the game, like Nike and Adidas- every year they strike a cord on football lover’s heart with the same commercial worldwide. Maybe it is not as easy for non-sports brands?
 | Coca Cola World Cup 2010 |
I am imagining that this year Coca-cola will be having a deeper think about their relationship with the World Cup and the markets where they want to leverage the football conversation. After seeing their funny, world cup commercial for Argentina, although I am Brazilian, I was smiling, 'what a clever idea', I thought. That appreciation for good advertising only lasted a few more seconds, as I looked to the side and noticed the links to the Uruguay commercial, then the Paraguay... And even Chile. Then read below: Commentators were feeling the same way as I was: Really? The same idea for all these countries? Rival countries? A little insulting.
This post could also be called "How To Kill A Great Idea, By Forgetting That We Are In The 21st Century, Living In The World, Where We Simultaneously Share Experiences, No Matter Where We Are."
But I guess that would be old news for most of us.
Check it out:
Argentina: http://www.youtube.com/watch?v=cuyZBol4yWw
Paraguay: http://www.youtube.com/watch?v=h2TeyS8Byoo&feature=related
Uruguay: http://www.youtube.com/watch?v=BCeyVjfs9Ac&feature=related
Chile: http://www.youtube.com/watch?v=8DZv9EUCzY0&feature=related