| Summary: | (Globally) Integrated Marketing Communications (GIMC) has received considerable attention within academic literature over the past twenty years and has provoked important debates. Despite this, many authors have merely concentrated on the potential benefits that can be acquired. Although some have highlighted the problems with implementation and the need for an outside-in approach, this case study emphasizes the importance of public perception, market alterations, changes in demand and the importance of obtaining and maintaining a creditable link between the product and the event being sponsored.
Although Coca-Cola conducted a suitable GIMC campaign in terms of its worldwide appeal and universal understanding, the brand must maintain a consumer-oriented, outside-in approach to its marketing efforts. This enables the brand to counter-act criticisms over health implications and prevent taxation or even a complete ban from sponsoring future sporting events.
The collection and analysis of promotional data highlighted Coca-Colas visual approach to World Cup related marketing communications, its culturally-transferable promotions and its recognition of the global appeal of football. Coca-Cola can continue to apply these accomplishments but should adhere to changing consumer demand to construct successful future campaigns.
Coca-Cola must keep its World Cup sponsorship in order to retain an ideal platform for a GIMC campaign and exploit the extensive opportunities for profit. The brand must do so by recognizing market demands and government legislation to create and display a creditable link with sport. As a result, this study recommends the use of the Coca-Cola Companys healthier alternative, the energy drink, Powerade, as the company brand to be used in future World Cup sponsorship campaigns.
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