“We share the values of Special Olympics and the vision of acceptance, inclusion and optimism,” said Muhtar Kent, chairman and CEO of The Coca-Cola Company. “One of the best ways we can support Special Olympics is by communicating those positive messages to the millions of people that reach for a Coca-Cola every day.”
Among the numerous marketing efforts Coca-Cola has undertaken to support Special Olympics has been a Facebook campaign in Greece asking fans to share a message of hope with the athletes online to trigger a €1 donation per message.
This theme of sharing well-wishes for athletes is also carried through in a TV commercial that features more than 100 Coca-Cola employees and Special Olympics athlete Panayiotis Koutatzis.
Additionally, extensive in-store displays throughout Greece drove awareness of Special Olympics and allowed people to place messages in ‘Coca-Cola Happiness Bottles’, which are now on display at competition venues.
Coca-Cola Greece expects to serve approximately two million servings to refresh the 7,000 athletes and the tens of thousands of family, friends, volunteers and fans attending the Special Olympics in Athens.
Among the athletes participating in the World Games this year is Andrés Delgado, a Coca-Cola employee who is the mail coordinator at the company’s offices in Caracas, Venezuela. In 2003, he represented Venezuela at the Ireland Special Olympic Games, bringing back two bronze medals in weightlifting. For the Athens World Summer Games, Andres is competing in artistic gymnastics.
Source: The Coca-Cola Company
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