When Coca Cola thinks of soccer, this is the image it has in mind:
A person walks into Coca Cola’s marketing building – the Casa Coca Cola – behind the new Maracana stadium in Brazil, sits on a bench and has a weird box harnessed over their heads. The box, a virtual reality console, beams an image of a pretend soccer field into the person’s eyes, showing what it might look like to score a goal in the World Cup. Then, the person takes a big hit of sugar, drinking down a bottle of Coca Cola. The combination of lack of physical exercise and a sudden burst of sugar into the body takes the person closer to the goal of type 2 diabetes.
Is that what soccer looks like to you? It gives new meaning to the idea of a header, that’s for sure.
What the Coca Cola World Cup marketers’ virtual reality experience doesn’t show is that the eviction of Brazilians from where the stadium and the Casa Coca Cola now stands. Attacks by police against Brazilians protesting against the World Cup are also left out of the virtual reality display.
That’s why Coca Cola’s vision of World Cup soccer is referred to as virtual.