Coca-Cola launches Winter Olympics campaign
January 26, 2010
The Coca-Cola Co., Atlanta, announced plans for its multi-faceted campaign to run during the Vancouver 2010 Winter Olympic Games. Its “Open the Games. Open Happiness” campaign is anchored by a group of high-profile U.S. Olympians and U.S. Champions dubbed the Coca-Cola “Six Pack” of athletes, limited-edition Olympic Games-themed packaging, media and digital experiences.
The Coca-Cola Six Pack of athletes includes five-time Olympic medalist for short track speed skating Apolo Anton Ohno, Olympic silver medalist snowboarder Gretchen Bleiler, three-time Olympic ice hockey medalist Angela Ruggiero, figure skating world champion Evan Lysacek and two-time U.S. figure skating champions Keauna McLaughlin and Rockne Brubaker. The athletes will be featured on in-store materials and will serve as Coca-Cola “Ambassadors of Active Living” to help encourage and inspire people to lead active, balanced lives.
“The dedication to active living and amazing athletic performances of our ‘Six-Pack’ of athletes served as inspiration for these Coca-Cola Olympic Games-themed collectible cans,” said Katie Bayne, chief marketing officer of Coca-Cola North America, in a statement. “Our special packaging and overall Coca-Cola Olympic Games program are a great way to celebrate the Games and open a little happiness while enjoying competition with your friends and family.”
The company also rolled out Olympic Games-themed collectible cans and FridgePacks that feature silhouettes inspired by some of the most popular Olympic Winter Games sports, such as figure skating, ice hockey, speedskating and snowboarding. Coca-Cola also will release a new silhouette on its 20-ounce Coca-Cola bottles, multipacks and 2-liter bottles every two to three weeks. In addition, a commemorative can design also will be released closer to the opening of the games featuring the symbol of the Vancouver 2010 Olympic Winter Games, the Inukshuk.
The Six-Pack of athletes and commemorative cans will be featured in the company’s ads airing during the games and other primetime shows, such as “American Idol.” During the opening ceremony on Feb. 12, the company will air a special commercial that celebrates the 80-year partnership between Coca-Cola and the Olympic Games. The ad will feature historical footage of Olympic athletes, including Ohno, Bleiler and Ruggiero, backed by the voiceover, “If you’ve had a Coke in the last 80 years, you’ve had a hand in making every Olympic dream come true.”
Coca-Cola also is an exclusive sponsor of Team USA on www.nbcolympics.com and NBCOlympics mobile. The company also sponsors a mobile application and the “Primetime Challenge,” which allows fans to play along with the television broadcast through a two-screen application synced up to live action, which offers trivia, predictive questions, polls, fun facts and athletes. In addition, the company’s Web sites, including www.mycokerewards.com and www.mycoke.com, will feature various opportunities for fans to interface with the brand during the Winter Olympic Games.