Music is a universal language of its own. It crosses the barriers of language, country and color, this is why Coca-Cola has created an international campaign for FIFA World Cup 2018 featuring Jason Derulo.
Creating international campaign then localizing it to fit each country is a challenging task, Coca-Cola is partnering with aspiring local artists and superstars from the qualified countries to localize the song “Colors” by Jason Derulo to transcend and resonate the message.
Coca-Cola Egypt Localized FIFA World Cup 2018 Anthem:
Coca-Cola Egypt released the Egyptian copy featuring Jason Derulo and Tamer Hosny.
The copy gained 2.5M views and 67K engagement on Facebook.
They created different versions like the South Africa’s featuring Jason Derulo and Cassper Nyovest.
The other versions showcase the beautiful countries and rich cultures, however the execution of the Egyptian version didn’t do Egypt justice.
Coca-Cola 2018 World Cup Anthem’s Lyrics:
Coca-Cola has highlighted the important message to celebrate and be proud of what you represent, no matter where you come from. Being proud of your flag, Unfortunately, when it was translated to arabic, it didn’t reflect the message as clear as it was intended.
Coca-Cola FIFA World Cup 2014 Anthem:
This is not the first time Coca-Cola has created Anthems for the World Cup. Music has always been an important part of Coca-Cola, as Brad Ross, director of global football marketing at Coca-Cola said: “The FIFA World Cup™ is a cultural and social phenomenon that transcends age, race, gender and religion,” and continued, “Music has always been an important component of our FIFA World Cup campaigns in the past, and this time Jason hit it out of the park with the song.”
Coca-Cola has created a localized campaign for Middle East in 2014 FIFA World Cup Brazil, featuring Nancy Ajram and Cheb Khaled.
Coca-Cola Localized AFCON Campaign Done Right!
Last year, Coca-Cola Egypt, has created a campaign for Africa Cup of Nations (AFCON), which was an oldies song, rewrote for the National Team.
The song, setting and cast’s outfits were very relevant for Egyptians.