South Korea fell to Sweden 1-0 in their World Cup Group F showdown on Monday. (image: Yonhap)
SEOUL, Jun. 19 (Korea Bizwire) — With the Korean national soccer team falling to Sweden in its first match at the 2018 World Cup in Russia, analysts have noted that marketing efforts in the food and beverage industry, which usually plays up the international event, haven’t gained much traction this time around.
Although larger issues such as the North Korean summits and local elections overshadowed the World Cup, it was also the Korean team’s allocation to the “group of death” that experts say has put a damper on public expectations for the team’s success.
Ahead of the 2018 World Cup, official sponsor Coca-Cola Korea tapped BTS as its brand ambassador, airing advertisements featuring the boyband members while creating an experience hall near COEX in Seoul.
But compared to the huge hype that usually comes with the international soccer event every four years, industry insiders say that enthusiasm is lacking this year.
Coca-Cola Korea sent a cheering squad of approximately 100 members to Brazil in 2014, but the beverage giant’s Korean unit has no plans for a similar dispatch this year.
Similarly, GN Food, operator of the popular fried chicken franchise Goobne, said it was not employing any marketing schemes associated with the World Cup, a surprise move considering that fried chicken has always remained a national favorite during major soccer matches.
Experts say that huge social developments such as the North Korean summits and the recent local elections played a part in creating the subdued atmosphere.
Others say that the PyeongChang Olympics that took place earlier in the year also had a significant impact.
“Companies usually have a set budget when it comes to sports marketing and most of it was spent already during the Winter Games earlier in the year,” said one marketing expert.
Kevin Lee (kevinlee@koreabizwire.com)
