“The worldwide passion for the sport of football is unrivalled and gives our business the best platform to connect with fans everywhere Coca-Cola does business,” Muhtar Kent, Coca-Cola chairman and CEO, said from Zurich, captured via video link at Montecasino in Fourways, Johannesburg.
The authentic trophy, made of solid 18-carat gold measuring 36.8cm high and weighting 6.175grams with its two layers made of semi-precious malachite, is due to leave FIFA headquarters in Zurich, Switzerland, on 24 September en route to Cairo, Egypt.
It will wrap up its African tour in Cape Town on 2 December 2009, just in time for the FIFA World Cup draw. It will then resume its world tour from Seoul, South Korea, on 17 January 2010, before being hauled back in May 2010 in South Africa to a venue still to be announced.
Apart from contemplating and cheering on the trophy, Coca-Cola also said that fans around the world will have the opportunity to express their passion and optimism for football through various ways, including active dance celebrations as excitement builds up ahead of the event.
The Open Happiness campaign, which includes online campaigns to be held through social networks where fans will uphold their own dance celebrations, will be a viable platform to win great prizes, Coca-Cola Company said, adding that free tickets will be distributed at the campaign's events due to be rolled out over 206 markets in the next few months.
Fans will also vote for the players' best goal celebrations during the 2010 World Cup, and have their photos taken with the trophy during the tour - some of the stages of what is believed to be the ‘largest' and ‘daring' global integrated campaign ever in the history of Coca-Cola.
“This campaign captures both the unique spirit of the African continent and the celebrations that football inspires,” FIFA president Joseph Blatter said from Zurich, describing FIFA's relationship with Coca-Cola as a ‘love story'.
“Football, especially during the 2010 FIFA World Cup can motivate people to ‘let go' a bit and express their passion in a spontaneous, physical way by cheering, jumping for joy or even dancing,” Zayd Abrahams, Coca-Cola SA head of marketing sparkling category said.
Speaking at the Zurich event, Cameroonian football legend Roger Milla said: “There is no doubt that the World Cup in South Africa will be the most festive soccer event ever, and it is a pity I won't be on the pitch to enjoy it as a player.”
