Coca Cola to soften marketing if unrest hits World Cup

Apr 02 2014, 18:35 IST
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Protests unexpectedly flashed up across Brazil last year during the Confederations Cup. Protests unexpectedly flashed up across Brazil last year during the Confederations Cup.
SummaryCoca Cola has disclosed contingency plans to soften the celebratory tone of its sponsorship of football's showpiece event in Brazil.

World Cup sponsor Coca Cola has disclosed contingency plans to soften the celebratory tone of its sponsorship of football's showpiece event in Brazil if unrest returns to the streets.

Launching their biggest World Cup marketing campaign, Coke executive vice president Joe Tripodi told The Associated Press the soft drinks giant would react rapidly to any protests ''to make sure our messaging better reflected the mood'' of the country.

Protests unexpectedly flashed up across Brazil last year during the Confederations Cup, with some demonstrators angry at the level of spending on the World Cup compared with public services.

Tripodi says ''we hope there is no unrest, but we recognize these things happen. You always have ... to prepare for any contingency.''

That, Tripodi says, would involve changing ''the tonality of ... marketing.''

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