Coca-Cola and the Mexican National Team Celebrate 30 Years in New Marketing Campaign

  Coca-Cola and the Mexican National Team Celebrate 30 Years in New Marketing

   Soccer passion and long standing partnership brought to life in TV spot

Business Wire

ATLANTA -- July 1, 2013

Passion. Pride. Love. That's what Mexican soccer fans feel for their team.
Each match brings millions of people together year after year, generation
after generation. Coca-Cola shares that same unconditional commitment,
captured in a new Hispanic marketing campaign that celebrates the passion for
the sport, the fans and the 30-year relationship with the Mexican National
Team (MNT).

The campaign includes a new television commercial titled “Wave,” that speaks
to fans who share the love for the sport and the traditions that bring people
together match after match.

“Seventy percent of the 52 million Hispanics in the U.S. today are Mexican or
of Mexican descent, and many continue to follow their team,” said Lauventria
Robinson, VP Multicultural Marketing, Coca-Cola North America Group.
“Coca-Cola’s involvement in this campaign hits very close to home because we
understand the feeling, the excitement, the hope, and the need to cheer and
follow the Mexican National Team.”

Mexican soccer matches in the United States can be considered home games for
the MNT. Coca-Cola understands that passionate 'home field' advantage for
Mexico – even against the United States – and the importance of passing it on
to future generations.

Shot on location in Mexico City’s fabled Estadio Azteca, “Wave” shows Mexico
fans’ unrelenting support for the Mexican National Team. The film starts in
1986, when an avid fan accidentally starts a wave, or “Ola,” after a near miss
by Mexico. The wave then travels around the stadium, and also through time. We
follow it as it goes through all the decades, taking us into the future, to
2014, where we reconnect with the avid fan from the beginning. Only this time,
the fan has his son with him, keeping the support alive. They celebrate a goal
with an ice-cold Coca-Cola as it ends with the message, “never stop
believing.” “Wave” was created by Ogilvy & Mather.

Coca-Cola has been a proud supporter and partner of the MNT for more than 30
years in Mexico and 10 in the U.S. as part of the Mexican National Team’s
annual tour. With Mexico’s triumph at the London Olympics 2012 and the
excitement building up around the 2014 FIFA World Cup, passion is at an
all-time high for soccer fans, while expectations from both the team and the
brand have increasingly grown.

“Coca-Cola has always been part of our fans' soccer viewing events - it’s
simply a natural element of their soccer celebrations,” said Anali Cabrera,
Brand Director Multicultural Marketing, Coca-Cola North America Group. “This
new spot highlights our commitment to the Latino community, letting them know
that we have and will continue to celebrate and support their team.”

The creative will premiere July 1 on Univision Deportes. “Wave” hits
billboards July 15 and print Aug. 14. The “Wave” spot is available for viewing

Coca-Cola will activate “Plaza Coca-Cola,” a year-round events-driven program
during MNT tour matches across the U.S., and a summer retail program that
includes point of sale, My Coke Rewards experience and sweepstakes for
Coca-Cola fans.

Before the U.S. tour matches, Coca-Cola will also bring to life Club Balón
Rojo, experiential soccer workshops aimed to motivate teens to engage in
physical activity, and provide them with educational tools to gain access to
higher education and empower their communities.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led by
Coca-Cola, the world's most valuable brand, our Company's portfolio features
16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero,
vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally,
we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy our beverages at a rate of
more than 1.8 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our bottling
partners, we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey  at, follow us on Twitter at or
check out our blog, Coca-Cola Unbottled, at


The Coca-Cola Company
Melina Baetti, 404-676-1533
Eva Mejicanos, 305-961-7606
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