Do great athletic events ALWAYS have to be associated with sugar?

1.jpgTrue to form in the advertising and sponsorship world, giants like Coca-Cola always step in to hijack some of the greatest displays of athletic prowess (and body HEALTH) in the world. Adding excessive sugar consumption to daily life is essentially like feeding the body a poison, one that has been proven to promote excess body fat and its resulting host of diseases, yet its consumption is pictured as a sure ticket to energy, satisfaction, and happiness.  Witness this new World Cup branding campaign leading up to Brazil’s big event, as reported on

The identity would be applied to a wide range of publicity material, including product packaging and digital marketing—specially designed, country-specific bottles would also be available as part of the campaign. 

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