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It is backed by a series of short “Where Will Happiness Strike Next” films captured during Coke’s Trophy Tour. Coke is underpinning the content drive with its first global real-time marketing activity. Joseph Tripodi, chief marketing and commercial officer at the Coca-Cola Company, says: “Through ‘The World’s Cup’ campaign, Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world.” The campaign comes amid a wave of civil unrest in Brazil as protesters rally against the government to improve key services.
