Saturday, June 12, 2010

Branding the 2010 FIFA Cup: Nike just did it

The world is raving for the 2010 FIFA World Cup games. Especially the brands. Yes, Nike, Budweiser, Adidas, and Coke have done more than brilliant marketing and branding for the premiere international football tournament. These brands have created yet another golden moment for the advertising industry.

It's more than just soccer. It's more than just sport. It's more than just beer, cola or shoes. It's the FIFA Cup. Soccer is no longer just for the Europeans or Africans or Latin Americans. It's the world's.

Nike's Write the Future campaign featuring Real Madrid's Cristiano Ronaldo.

Nike "Just Did It"

Nike's Write Your Future advertisements received awesome reviews from advertising experts and even from  non-soccer fans.This is what branding is like: superstar brand with superstar players telling the audience they can be superstars too...and that Nike now owns the South Africa Cup. Impressive storyline with impressive imagery, this advertisement could bag a Clio. The three-minute advert was directed by the award-winning Alejandro González Iñárritu of the Babel fame.

Others in the FIFA brand-wagon include Pepsi, Adidas, Coca-Cola, and Budweiser.

Aweh Afrika! Aweh Advertising!