Coca-Cola, the longest continuous supporter of the Olympic Games (since 1928), is launching its largest Olympic-themed marketing effort ever. The new program includes advertising, limited-edition packaging, experiential marketing, online and mobile engagement and public relations; and eight new commercials spotlighting the inspirational stories of the Coca-Cola 8-Pack of Olympic and Paralympic Athletes: David Boudia (Diving), Henry Cejudo (Wrestling), Marlen Esparza (Boxing), John Isner (Tennis), Shawn Johnson (Gymnastics), Jessica Long (Paralympic Swimming), Alex Morgan (Soccer), David Oliver (Track & Field).
Katie Bayne, President and General Manager, Sparkling Beverages, Coca-Cola North America states: “The new work captures the individual stories of support of our athletes on their Olympic journeys. Just like Coke, the energetic stories are all about patriotic optimism.”
Multiple limited edition packaging phases and materials will rotate into the market now through the end of the Games in August, encouraging people to collect, get active, and support some of their favorite athletes and sports. Specially designed cans and fridge packs showcase action-shot silhouettes of Coca-Cola 8-Pack of Athletes.
Eight new ads will highlight stories of athletes in the Coca-Cola 8-Pack airing across the networks of NBCUniversal, as well as in cinemas in heavy rotation throughout the Games. The features urge audiences to support athletes by purchasing Coca-Cola Olympic Games Collector Series cans. Featured Olympians include David Oliver who shares the importance of support from his family, coaches and his friends, and how now he always remembers to give back and Olympic Gold Medalist Shawn Johnson remembering the importance of the support of her whole community. Other athletes include Marlen Esparza and Jessica Long.
The ads will also feature a support montage that highlights athletic core values of strength, speed, toughness and joy. Another spot recognizes Coca-Cola’s long-standing sponsorship of the games with 84 years of corporate support. This clip includes scenes from competitions of the last several decades and Olympic, Paralympic and Special Olympic athletes receiving medals. Two other spots include animated silhouettes of the coke cans and images of athletes performing in various sports.
All spots, created by Ogilvy & Mather, Wieden + Kennedy and Leo Burnett, are part of Coca-Cola’s Open Happiness campaign.
The new PR campaign will also include experiential marketing with Coca-Cola’s Swelter Stopper, a mobile marketing unit coming to over 80 events throughout the summer. Hosting approximately 400,000 consumers, the Coca-Cola Swelter Stopper’s interior reflects the look and theme of the 2012 London Olympic Games with blasts of frosty air that offer refreshment in the summer heat. Participants will also experience an ice bar with a “perfect serve” Coca-Cola sampling experience; the ability to upload a photo and a message of support for the chance to appear in a montage “Cheers” video that will be featured on Coca-Cola’s social channels during the Games; and the opportunity to view Olympic Games footage and take part in interactive games. The Coca-Cola Swelter Stopper also includes a recording studio and photo station, providing consumers with a memento that captures the experience.
In case you’d like to cheer for Team USA, the screen below of that initiative shows off Coke’s dedication to these campaigns.