By Lindsey Kin

On Thursday, 11 March I attended the Coca-Cola media launch held at Soccer City in Doornfontein. The launch, attended by local media and honourable guests, gave an overview of the Coca-Cola Company’s commitment to the 2010 FIFA World Cup, as well as its commitment to South Africa.

The plans are part of the largest globally integrated campaign the Coca-Company company has launched as yet, and it is something South Africans are very proud to be a part of, said Zayd Abrahams, Coca-Cola South Africa’s Strategic Marketing Manager. “The upcoming tournament is without doubt the world’s largest and most exciting sporting occasion,” said President of Coca-Cola South Africa, Bill Egbe, adding that Coca-Cola is privileged to be part of the FIFA partnership that is responsible for bringing the World Cup tournament not just to South Africa, but also to the African continent.

For the first time in the history of the event, Coca-Cola has decided to take the trophy to the people of South Africa, stopping over at 38 cities and towns, including communities; villages; and townships. For many, this will be the closest that they will get to the 2010 FIFA World Cup. The solid gold trophy – the most coveted prize in world sport history – will arrive in South Africa on 5 May. “From 5 May, we are going to go around the country, with the trophy, and invite South Africans to come out and join us in celebration; sing with us; dance with us; and kick the ball with us. We want South Africans to come and show us their ‘corner celebrations’, and see something that they have never physically seen before,” said Abrahams.

The FIFA World Cup Trophy Tour will start its journey in Pretoria, and then make its way to the Western Cape on 7 May. It will then travel to the Eastern Cape; KwaZulu-Natal; the Free State; Northern Cape; North West; Mpumalanga; and Limpopo before arriving back in Johannesburg days before the opening match of the 2010 FIFA World Cup at the Soccer City stadium on 11 June. “Ordinary South Africans will get to see the FIFA World Cup Trophy up close, and dare I say, personal. They will also be able to take their picture with the trophy, capturing their own ‘pashasha moment’,” said General Manager: 2010 FIFA World Cup Project Team, Coca-Cola South Africa, Onwell Msomi. The ‘pashasha moment’ goes back into our history of excitement and happiness that is seen in young people, as well as those who are young at heart, said Abrahams.

The ‘Open Happiness’ campaign that Coca-Cola has created uses its brand to activate the celebration and joy of this great tournament through a series of planned commercials. The ‘History of Celebration’ commercial has already hit television and cinemas nationwide, and focuses on football’s most memorable moment and iconic corner celebration of Cameroon’s Roger Milla, after he scored a FIFA World Cup goal. The soundtrack for all commercials will feature Somalian singing sensation, K’Naan, with the tournament’s theme tune of Wavin Flag – Coca-Cola celebration mix. The campaign is to reach 250 Coca-Cola markets across the globe. “Coca-Cola is very proud to be associated with both Roger Milla and K’Naan, in a campaign that is going to go right across the world,” said Abrahams, adding that it is Africa’s time to shine and show the world how we celebrate in Africa.

During the 2010 FIFA World Cup, the South African youth will move to centre stage as they experience an unforgettable moment in history where they may either be a flag bearer or form part of the ball crew, giving them a chance to be apart of the actual games by bringing participating countries their flags on the soccer field before the beginning of every match, as well as handing balls back to players when they are kicked out of bounds.

Coca-Cola’s commitment to South Africa is not just limited to the World Cup, but also involves community projects such as the ‘COPA Coca-Cola Football Stars programme’ and the Replenish Africa Initiative (RAIN). The most important aspect and focus for the Coca-Cola Company is “our children”, said Msomi.

The ‘COPA Coca-Cola Football Stars’ programme will run immediately before the official start of the 2010 FIFA World Cup and aims to develop under-18 football talent across the globe. Youngsters from around the world will compete in the tournament, which is not just about football glory, but about respecting diversity and forging friendships with players from vastly different backgrounds and cultures – harnessing the extraordinary power that football has to unite people. “This programme will teach children how to play together as ‘Africa’ and not just as ‘a country’, and to play as a team and not just as a player,” comments Abrahams.

Coca-Cola aims to sustain and support its establishments through business perspectives as well as environmental initiatives, said Egbe. Msomi added: “The Coca-Cola Africa Foundation aims to bring clean drinking water and sanitation facilities to thousands of school children and their communities.”

As part the bigger Replenish Africa Initiative (RAIN), which is a $30 million programme over five years to provide safe drinking water to communities throughout Africa, the Coca-Cola Africa Foundation has introduced a ‘Water for Schools’ initiative in South Africa as part of its 2010 FIFA World Cup legacy project in this water-stressed continent.

“Part of our policy is to give back to communities in which we do business, by contributing towards improving their lives. We want to make a difference, by leaving a lasting legacy of water sustainability in Africa and beyond,” said Sherree Shereni, Program Director of The Coca-Cola Africa Foundation.

The ‘Water for Schools’ initiative will be implemented in 100 schools across the country as a community-based programme of water stewardship by the end of 2010.

Emphasising the concepts to ‘Reduce and Replenish’, RAIN devises water-wise programmes in consultation with local schools. This can mean anything from the drilling of boreholes to provision of ablution facilities; the installation of drip irrigation; and rainwater harvesting.

The Coca-Cola Company believes its business is only as sustainable as the communities in which it operates, and in close co-operation with its bottling partners, has embarked on numerous community-based projects for healthy living.

The 2010 FIFA World Cup should not be seen as the end to a long journey, but rather the beginning of one that will re-establish the fact that football in Africa forms an integral part of how we express ourselves, and that South Africa has an important role to play in developing football across the African continent and its youth, said Egbe.

When Mandela received the honour, on behalf of the country, to host the 2010 FIFA World Cup, it was a commitment made to the world. It is not just Africa or just South Africa’s time to shine - this is for the future of South Africa and creating its lasting legacy, concluded Abrahams.