When big sport events like The World Cup, The Olympic Games or The Winter Olympics arrive, big brands also get in competition to find the best positions to sponsor and elevate all those great athletes who only have a few decisive seconds to show the world what they are worth it. Everyone has their eyes on them, shout their name or wear their flag as their greatest support.

But the truth is that as soon as the big events are over, most of their support is gone and athletes are left alone to prepare for the next big event.

With this campaign Coca-Cola wants to stand out from other sponsor brands and establish itself as a daily brand associated to sport. This aims to keep consumer base and increase frequency in the region.

General Audience

This TVC was aired during the following weeks after the World Cup and was seen by millions of people on TV and online. And we like to believe that the positive feeling felt during those days in Brazil and around the world was in part thanks to us.

But what we can certainly know is that despite the economic stagnation, Coca-Cola has managed to keep its market share in Brazil and the world during 2014.

And not less importantly, that our sports programs got a raise in applications of the 45% and we were forced to open two new sponsoring schemes for football. During 2014 Coca-Cola end up supporting more than 230.000 young and adults sports practitioners from all levels only in Brazil.

At Coca-Cola we believe happiness is not only what happens when everything goes well but also what we can make happen when things go bad. We understand that during big competitions everything is thrilling but that to arrive there, athletes need months and months of effort and sacrifice, they go through bad days and injuries, and many have felt they would leave it all and quit.

It is then, when they need all our support.

That's why Coca-Cola created a TVC for the day after of the The World Cup in Brazil to remain athletes from all levels that they are not alone and that even if the stadium lights turn off and most brands left Brazil, Coca-Cola is still there to support them.