Even after the hype of the World Cup 2010 is dying down, viewers still find themselves humming that catchy K’Naan song. Renown for its ever-innovative marketing campaigns, Coca-Cola has done it again by turning “Wavin’ Flag,” hitting the scene during the Vancouver Olympics, into a walking, singing Coca-Cola commercial during the World Cup by adjusting the melody ever so slightly.
Reaching #1 on the music charts in over 17 countries, Coke has essentially gotten their signature sonic logo stuck in the heads of millions of consumers worldwide, which will last long after the end of the World Cup. It is their largest ever integrated marketing campaign to date and considered much more effective than merely paying an artist to mention their brand in a song.
So if the K’Naan song happens to be playing while you’re eating meal, it is no coincidence that all you want is a Coke.