LONDON: Coca-Cola is planning to use its sponsorship of the World Cup to push its global sustainability campaign, encouraging consumers to live healthier and more active lifestyles.
The brand last week brought its World Cup trophy tour to the UK, showing the trophy in London at an event attended by Liverpool and England striker Daniel Sturridge and retired French World Cup-winner Christian Karembeu.
Speaking to Marketing at the event, Coca-Cola’s Great Britain and Ireland marketing activation director Brid Drohan-Stewart said, "It’s the kick-off of a very big year for us, and the trophy tour is the first of a big plan for Great Britain."
"The brand is embedded in optimism, specialness, and happiness -- that’s the DNA of the Coca-Cola brand, and you can see from the buzz today that that’s what the trophy tour does," she said. "It taps into the ‘goosebump’ feeling that only the World Cup brings."
She added that Coke is gearing up for a bigger "conversation" with consumers about its Movement is Happiness global sustainability program.
"Getting people moving in life is a really important part of our marketing campaigns going forward, and we’ve committed globally to getting more teenagers and young people active," said Drohan-Stewart. "As we go through the year, you’ll see this conversation all about active lifestyles, and football is a really great way of doing that."
This story originally appeared on the website of Marketing.