by Alex Kanyi
Research source Wikipedia
Not even the botched deal to rebrand the Nyayo National Stadium to Coca-cola stadium can tarnish the world multi-national beverage company's powerful brand. Coca-cola has now proved to be unbeatably the associative brand with The World Cup and football as it got the title Official FIFA Partner to the coming World Cup in South Africa. Making it the official partner for the fourth decade now in a row. Coca-cola has also been an official sponsor for the Olympics game since 1928.
Coca-cola Company which was started in 1944, in Atlanta, Georgia USA by John Pemberton was initially a coca-derivative wine. It has since seen many take overs including Pemberton's son Charley.
Today, Coca-cola is bottled locally in the more than 200 countries of manufacture, however, the syrup concentrate is still produced in the Atlanta laboratories. With its most prominent ingredient, coca leaves - although they would like to convince consumers that the coca leaves are "used" and less intoxicating.The Coca-cola Company remains the only recognized company allowed to import coca leaves from Peru and occassionally Bolivia.
Within the East African region, Coke is the number one carbonated beverage standing as the household drink for the whole family. With the world cup tournament drawing near advertisements have picked up a storm to catch the eye of many consumers.
Under the catch phrase Utadunda na nani? Kenyans have shifted their attention to the tournament in just less than a week to go.
Among other sponsors include; Adidas,Emirates,Sony,Hyundai motors and Corporate visa.
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