In my friend Jennifer Chen’s post ” Its all about Teamwork” she made an interesting point about non sporting companies such as coke and Pepsi who spend millions of dollars on advertising during World sporting events. There are many events all over the world, and it is during these world sporting events in which companies, no matter what they make, try their hardest to reach out to new consumers. An event as large as the Olympics or the Fifa world cup is the perfect venue for any companies to get the attention of millions if not billions of consumers. Although Nike and the traditional sporting brands like Adidas and Reebok are seen, companies such as coke, Pepsi and Mcdonalds who have nothing to do with he sporting world are almost always sponsoring these huge events because they are aware of the mass amount of publicity they receive in return. Coke was one of the main sponsors of the Fifa World Cup 2010 and they found a very unique way to reach out to new consumers. They used African Legend Roger Milla to send a message to all those who loved football and all those who were die hard football fans: Coke was the the drink that Roger Miller consumes, and when he revolutionized the game by his famous dance, he drank coke. In essence, coke was conveying that coke is not just a drink, it is a way of celebration and when you open a bottle of coke you are “opening happiness” 
Coke also did a remarkable job of uniting and instilling a feeling of patriotism and pride among the South African people through advertisements such as this. They made the African people aware that one of their very own beloved people had changed the game of football for every and they made sure that everyone noted that coke was their throughout the years cheering their team on.