Coca-Cola will celebrate its partnership with the Olympic movement by launching a new global campaign, titled #ThatsGold, ahead of Rio 2016.
The marketing effort will be brought to life this July through a global television advertising and out-of-home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world. Among them are American swimming champion Nathan Adrian, Australian hurdler Michelle Jenneke and rising British athlete Jodie Williams.
In line with the recent Taste the Feeling campaign, the images featured in the global creative depict authentic “gold moments” on and off the podium with one of the brand’s three core variants – Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero, and Coca-Cola Life.
In the lead up to the Games, Coca-Cola has been the presenting partner of the Olympic flame on its 20,000km journey through Brazil as part of the Rio 2016 Olympic torch relay. For the first time in its Olympic history, Coca-Cola will also create an official “must see” hangout for teenagers in Rio de Janeiro, where they can experience and engage with the Olympic Games and engage with the #ThatsGold activation in a number of ways – from innovative tech activities to headline events with their idols.
“While the gold medal is an icon of sporting success, Coca-Cola believes that gold moments can happen far beyond the podium. They can happen every day and all around the world,” said Rodolfo Echeverria, vice-president of global creative for Coca-Cola. “Gold moments are made of special feelings – joyful, refreshing, sharable – all of those moments that make you feel gold, just like the feeling of drinking an ice-cold Coca-Cola. We look forward to bringing #ThatsGold to life in Rio de Janeiro and around the world.”
In North America, one of more than 50 markets activating #ThatsGold globally, the campaign will come to life through an integrated marketing programme that incorporates an elite group of five Team USA athletes – soccer star Alex Morgan, track and field athlete Ashton Eaton, 11-time Paralympic track medalist Tatyana McFadden, swimmer Nathan Adrian, and silver medal-winning 1,500m athlete Leo Manzano.
As part of the campaign, they will be joined by an Olympic legend and one of the most decorated American athletes of all time, the gymnast Nastia Liukin.
The roster of athletes will be featured on limited-edition packaging available across the US, from mid-July, as a range of 12oz cans with silhouette-style images of the athletes in motion. Specially marked packs will be on store shelves until the end of August in celebration and anticipation of the 2016 Olympic Games.
They will also appear in a series of three video vignettes, produced in partnership with NBC, that focuses on some of the happiest and most triumphant moments enjoyed by Morgan, Eaton, McFadden, Manzano, Liukin and Adrian on and off the podium. The vignettes are narrated by the athletes and feature a collection of images and video that share the emotion behind their favourite #ThatsGold moments. A fourth vignette features a selection of Coca-Cola athletes issuing a call to action to viewers, inspiring them to share their own #ThatsGold moments through photos and videos across social platforms using the hashtag #ThatsGold.
The 2016 Olympic Games marks 88 years of partnership between The Coca-Cola Company and the International Olympic Committee and the Olympic Movement.
“As an Olympic sponsor since 1928, we believe the Olympic Games are a force for good that unite people through a common interest in sports, and we have seen first-hand the positive impact and long-lasting legacy they leave on the communities of the host nations,” said Echeverria. “We support the core values of the Olympic Movement – excellence, friendship and respect – and are proud to continue our role in helping to make the Olympics a memorable experience for athletes, fans and communities all around the world.”
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