Coca-Cola is making history with the first-ever FIFA Women’s World Cup Trophy Tour, which sees the coveted trophy make stops in 12 Canadian cites, leading up to the FIFA Women’s World Cup next month.
The tour kicked off April 1 in Ottawa, and is currently at the halfway point, with the final stop slated for May 31 in Vancouver. The “FIFA Women’s World Cup Trophy Tour by Coca-Cola” will cover more than 13,000 kilometres and make stops in Halifax, Montreal, Toronto, Edmonton, Calgary and Vancouver. This is the first time the trophy — won by Japan at the last FIFA Women’s World Cup in 2011 — has ever made the rounds.
At each stop Canadians get a taste of the tournament at the custom-designed Fan Experience, where they can go head-to-head with the Coca-Cola Ultimate Goalie, (a virtual game) and record a cheer for their favourite team at the Video Celebration.
Coca- Cola, a FIFA World Cup partner since 1978, has partnered with Bell Media on the effort, and the media giant has provided the TSN Sports Center desk for fans to interact with. There’s also foosball games, a guest appearance from Shuéme, the official mascot of the 2015 FIFA Women’s World Cup, and the opportunity to take a photo with the official FIFA Women’s World Cup Trophy.
“We’re allowing people to be inspired by this iconic trophy,” said Michael Samoszewski, vice-president of sparkling beverages at Coca-Cola. “And ideally inspiring that next generation of Canadians to participate in soccer to the level we think the Canadian women’s team is playing at, which is first-class.”
The brand is also giving away 600,000 limited edition aluminum bottles of Coke, Coke Zero and Diet Coke, and all 12 pack, two, and half-litre Coca-Cola packages will feature commemorative designs, and unique art for each of the six host cities across Canada.
A national TV spot titled, “It’s a Girl’s Game” featuring Canadian National Team captain Christine Sinclair, is also running. Intended to empower female athletes and get Canadians excited about the Women’s World Cup, the ad shows Sinclair playing a very realistic soccer video game alongside a teenage girl. The game features actual Canadian National team members, and the spot ends with the line, “Happiness is seeing yourself in the game. Proud supporter of women in sport.”
According to Samoszewski, the ad is grounded in the ideals of the Coca-Cola brand, which are, “inclusiveness, happiness, and optimism.”
“We want to ultimately open our arms to all our athletes, specifically in this case the Canadian team, and celebrate all their accomplishments, before the game and after the game,” he said.
“We think the Canadian team is going to lead Canada to a new level of love for this game and Coke wants to be a part of that love affair with both soccer, as well as Canada.”
Once the tournament begins on June 6, Samoszewski said Coca-Cola will have a presence during games and half-time shows, and some of the Trophy Tour experiences will be incorporated for spectators to experience.
The brand is promoting the “FIFA Women’s World Cup Trophy Tour by Coca-Cola” via local radio, spots on TSN and MuchMusic, and digital and social pushes. The same creative is running in Quebec. The effort wraps up on May 31.
A number of agencies are involved in the execution, including Sid Lee Toronto (creative), Gravity (social and digital media), UM (media buy), Hill + Knowlton (PR), Perennial (packaging), TrojanOne (in-store merchandising) and Publicis Quebec (Quebec adaptation).
