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December 23, 2013
Coke Highlights 'Hope' for the World Cup
 
Every four years it seems the world stage pauses for 30 days. 

And we are not talking about the Olympics.

The 2014 World Cup has the world brimming with anticipation. The cup has new arrivals, it's being played in a new venue, and the former unbeatables have rust forming on their armor. It seems this year it can truly be anyone's game. 

Coca-Cola wants to highlight that hope.

The brand, together with Today Ogilvy & Mather Myanmar, it created a spot called "Road to Hope," where it showed the Coca-Cola 2014 World Cup Trophy Tour going through Yangon.

The video is below.



The video accents everything Coke tries to do with its product — it ties itself in with the experience. These kids, who traveled far and tough, would never forget drinking Coke with a huge crowd while seeing the FIFA World Cup. What a powerful experience that would be.

This is a note to those who are leaning on data versus creative: tying creative to an experience will beat data and analytics any day, any place, and any time. 

Coca-Cola has been in the slice-of-life advertising realm for a little over 100 years. If it stops working, they would be the first to know.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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