• by Karlene Lukovitz  @KLmarketdaily, July 2, 2013

The 2014 FIFA World Cup soccer championships in Brazil are a year away, but Coca-Cola is already ramping up its marketing campaign as a sponsor of the Mexican National Team (MNT).

Coca-Cola has been a sponsor of MNT for more than 30 years in Mexico and 10 years in the U.S., as part of the MNT’s annual tour.

A new TV spot dubbed "Wave," from Ogilvy & Mather, debuted on July 1 on Univision Deportes.

The spot conveys the enduring passion of Mexican fans for MTN by showing one fan ("Manolo") amid actual footage of stadium crowds doing the "wave," or "Ola," starting in 1986.

More wave footage from 1994 and 2002 is shown, followed by a now-adult Manolo (with his son next to him) inserted into crowd action labeled "2014," anticipating next year's championships. Manolo and son share a Coke as the spot ends with the message "Never stop believing." The new footage in the spot was  shot on location in Mexico City’s Estadio Azteca.

"Wave" campaign creative will also be featured on billboards and in print ads, starting July 15 and Aug. 14, respectively.

Other elements of the campaign include “Plaza Coca-Cola,” a year-round events program during MNT tour matches across the U.S.; a summer retail program that includes point-of-sale promotions; My Coke Rewards experiences; and sweepstakes.

In addition, before the U.S. tour matches, Coca-Cola will sponsor Club Balón Rojo -- experiential soccer workshops that aim to motivate teens to engage in physical activity, and also provide them with "educational tools to gain access to higher education and empower their communities," according to the company.

"Seventy percent of the 52 million Hispanics in the U.S. today are Mexican or of Mexican descent, and many continue to follow their team,” said Lauventria Robinson, VP multicultural marketing, Coca-Cola North America Group. “Coca-Cola’s involvement in this campaign hits very close to home because we understand the feeling, the excitement, the hope, and the need to cheer and follow the Mexican National Team.” 

“This new spot highlights our commitment to the Latino community, letting them know that we have and will continue to celebrate and support their team,” added Anali Cabrera, brand director multicultural marketing, Coca-Cola North America Group.