Coca-Cola is one of the big World Cup sponsors, and like other sponsors they have billboards lining the pitch. The sponsors generally use their logos, as big as possible. Coca-Cola also uses their famous logo, but here's what's strange: they have been changing it every game, to match the colours of the teams playing. They even have a name for the mini-campaign: the "Colors of
That's right, the Coke logo in Pepsi blue.
Now we all know that the Coca-Cola brand is defined by the colour red. A Google search for "Coke" and "red" comes back with nine million hits. Coke certainly knows it: they have trademarked that particular shade of red. And Coke is usually hyper-vigilant about how their logo is used. It's not like them to be cavalier with their brand iconography. So why would they mess with the logo?
Is this an error in judgement by a brand manager? Something that didn't really get thought through? Or is it a carefully considered tactic?
After all, the World Cup is awash with corporate sponsors and logos everywhere you turn. Most of them are wallpaper. Maybe Coke is trying to stand out (hey, I noticed them). By changing something very familiar, you create cognitive dissonance - your brain's little hiccup over the difference between what you expected to see and what you did see. Something unexpected immediately and pre-consciously attracts your attention - which is both a good survival mechanism and the reason you notice when someone gets a haircut. So was Coke trying to do something like this? Is it all by design?
Well, Coke hasn't exactly been known for their marketing brilliance recently, so maybe I'm giving them too much credit. And now, after the first 16 games they have reverted back to the classic red Coke logo and bottle icon (including their web address) for games.
I guess it'll just have to remain a mystery.
UPDATE: now they've got the Diet Coke/Coke Light logo up.
UPDATE 2: Powerade.