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Coca-Cola, Popular Music, and the FIFA World Cup
David AllanCase IVEY-9B16A045-EMarketing, StrategyThe Coca-Cola Company (Coca-Cola), the brand that “taught the world to sing,” was widely considered to be the leader when it came to music marketing. The 2010 and 2014 Fédération Internationale de Football Association (FIFA) World Cup games provided an ideal backdrop for analyzing Coca-Cola’s success in music marketing. While the company’s marketing approaches were similar in both World Cup games, they differed in their delivery and results. In 2...Starting at €8.20