To support ‘Future Flames’, Coca-Cola is launching an on-pack communication with a call to action to nominate young people who deserve to carry the Olympic Flame at the London 2012 Olympic Torch Relay.
The on-pack will run from 1 July across My Coke (Coca-Cola, diet Coke, Coke Zero) and will be available on 330ml cans, 500ml and 2ltr bottles and multipacks. Tailored POS material will be available for all channels.
Marketing activity for Future Flame includes a new cinema advert. The advert will aim to create excitement about the London 2012 Olympic Torch Relay, celebrating the role young people play in society and encouraging people to nominate a Future Flame. A TV ad then makes its debut on 18 July, and airs for five weeks.
The ads feature up and coming British actor Thomas Turgoose, who at 19 years old, is already an accomplished performer and award winner, running with a flaming torch through rural and urban Britain, inspiring young people he passes to ‘Nominate a friend and give them the chance to run with the Olympic Torch’.
The wider Future Flames campaign consists of TV, cinema, radio and outdoor advertising, on-pack communication, PR, regional experiential events and digital amplification.
The cinema and TV ad will also be supported by a high-visibility outdoor campaign with 96 sheet outdoor ads appearing nationwide from 18 July until 25 September.
Digital activation of the campaign includes a nominations hub on Coke Zone and Facebook. Earned and bought media on Twitter, Facebook and YouTube will also drive engagement on the nominations hub and amplify the campaign socially.
Source: Coca-Cola Enterprises
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