CocaCola launches a new WORLD CUP TV-ad using Spain's kick-out from World Cup & celebrating Germany as the new favourite? What do we call this?

I guess its reactive marketing approch. After the defeat of Spain they changed the strategy & reactively changed the side & started supporting Germany. Also in the same case we can see a littlke bit of Associative Marketing as well. Assosicating their brand with a team having some good scope.

PROACTIVE MARKETING.....IF THAT IDEA COMES TRUE THEN FINE ONE OTHERWISE ITS OTHER,,,

B reactive marketing = Pepsi and Coke have been at it for years, One of the case studies I did at Young & Rubican was the taste test, well its good to have such sharp competitor it keeps your marketing guys on your toes

F: Other ( good marketing)

Good Day!!!

I think its Comparative Marketing ( Negative marketing)

or may be its.... B- Reactive marketing

But  Spain dont play upto their potential.....

Others : Follow the tide and gain as much as possible.

It's definitely a Reactive Marketing since Coca Cola had a primarly marketing plan before the world cup, and then quickly adjusted their campaign with recent updates from the games to gain quick attention and high exposure which is associated with previous World Cup winner, Spain. 

Very smart move from Coca Cola !