• Wall Street Journal, Tuesday, June 29, 2010 9:54 AM

As part of its largest-ever marketing campaign ever, across 160 countries, Coca-Cola has provided World Cup gear to 1,000 South African shabeens -- restaurants and taverns that traditionally serve black South Africans and are social hubs in many communities. In one, for example, a TV encased in red plastic enables patrons to watch the matches from eight new bar tables emblazoned with the Coke logo, Valerie Bauerlein and Robb M. Stewart report.

Coke also has been running promotions to give away 20,000 tickets to the majority of people in the country who cannot afford them. It already has a major presence in Africa, but the tournament gives it the chance to widen its lead.

Coke began planning for the World Cup three years ago, sending a half-dozen marketing executives to South Africa. IEG LLC estimates it has spent as much as $600 million in World Cup-related marketing worldwide since then, including $124 million for sponsorship rights. "The No. 1 question will be, are we selling more product?" says chief marketing and commercial officer Joe Tripodi. "Time will tell."

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