Coca-Cola Goes for Gold in Rio 2016 Olympic Games with Global #ThatsGold Campaign
July 13 2016 - 8:00AM
Business Wire
North America to Feature Elite Olympic Hopefuls
Including Alex Morgan and Nathan Adrian
As the clock ticks down to the Opening Ceremony of the Rio 2016
Olympic Games, Coca-Cola has its eyes set on celebrating gold – but
not just the gold found on top of the world’s most elite podium. In
the 88th year of this special partnership, Coca-Cola will celebrate
with fans across the world the gold feeling that comes from
accomplishing something great, however simple, in an everyday
moment.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160713005236/en/
Coca-Cola North America athletes Ashton
Eaton and Alex Morgan featured in the #ThatsGold campaign (Photo:
Business Wire)
“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, The Coca-Cola
Company. “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.”
#ThatsGold, which is rolling out around the world this July,
will come to life through the following activations:
- Global Television and Print
Campaign: Coca-Cola will bring #ThatsGold to life
through global television commercials (TVCs) 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, USA swimming champion
Nathan Adrian, Australian hurdler, Michelle Jenneke and rising GB
athlete, Jodie Williams. In line with the recent “Taste the
Feeling” global creative campaign, the images featured in the
global creative depict authentic, real gold moments on and off the
podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a
Coca-Cola Life. The TVCs center on the gold moments that happen
both on and off the podium during the Olympic Games.
- Torch Relay: In the lead up to
the Games, Coca-Cola has been the presenting partner of the Olympic
flame on its incredible 95-day journey through Brazil as part of
the Rio 2016 Olympic Torch Relay. By the time the
torch arrives in Rio de Janeiro, the flame will have been carried
by over 12,000 people, having visited 320 cities, covering 20,000km
on land, and over 16,000km by air. Nearly 2,000 Coca-Cola
torchbearers are helping the flame reach the most remote and
diverse corners of Brazil, chosen based upon the inspiring work
they have done in their communities, for embracing positivity and
for the gold spirit with which they bring people together.
- The Coca-Cola Olympic Station:
For the first time in its Olympic Games history, Coca-Cola will
create an official ‘must see’ hang out for teens in Rio where they
can experience and engage with the Olympic Games on their terms.
Located in the new heart of the city and Official Rio Live Site,
Praca Maua, this hang out will give fans the chance to experience
#ThatsGold in a number of ways, from innovative tech activities to
headline events with their idols. The space will mix athletes,
music artists and influencers, allowing them to create and share
their gold moments across social networks, all while tasting the
feeling of a Coca-Cola.
- #IssoÉOuro/#ThatsGold
Experience: Within the Olympic Park, The Coca-Cola experience,
a visually stunning activation, will include ice-cold Coca-Cola in
commemorative gold aluminum bottles, a celebration of the Olympic
Torch Relay (including a photo with the torch), highlights of the
long-standing partnership between Coca-Cola and the Olympic Games,
and a pin trading and retail experience.
- Global Influencers: To spread
#ThatsGold across the world, Coca-Cola has enlisted a selection of
global influencers, including: Australian superstars Cody
and Alli Simpson, Canadian actress and fashion blogger Allie Evans,
and British YouTuber Jake Boys. The influencers are creating a
series of content that defines what #ThatsGold means to them and
encourages their social media followers to celebrate their own gold
moments.
- Coletivo: The Rio 2016 Olympic
Games will see the Coletivo Coca-Cola project extended
further through Coletivo Events; a training program for young
people from Rio de Janeiro’s favelas that aims to empower people
from these communities through work. During the Olympic Games,
Coca-Cola will employ young people from the initiative and train
them to work within hospitality, venue operations and experiential
roles, giving them valuable work experience and a
once-in-a-lifetime chance to be part of the Rio 2016 Olympic Games
in their home city. Now #ThatsGold.
North America Finds Gold
North America is one of more than 50 markets activating
#ThatsGold globally. The campaign will come to life through an
integrated marketing program that incorporates an elite group of
five Team USA athletes and hopefuls and an Olympic legend who have
won a total of more than 20 Olympic medals, including nine
gold:
- Alex Morgan, Soccer
- A key member of the U.S. Women's
National Team that won the 2015 FIFA Women’s World Cup, Morgan also
won gold in the London 2012 Olympic Games. In 2012, Morgan was
named U.S. Soccer Female Athlete of the Year by the United States
Soccer Federation.
- Ashton Eaton, Track & Field
- A gold medalist in men’s decathlon at
the London 2012 Olympic Games, Eaton holds the world record in both
the decathlon and indoor heptathlon events.
- Tatyana McFadden, Paralympic
Track
- McFadden is an 11-time Paralympic
medalist, winning gold in the Sochi 2014 Olympic Games
cross-country skiing, 1km sprint, and three gold medals at the
London 2012 Olympic Games.
- Nathan Adrian, Swimming
- Reigning “Fastest Man in the Pool,”
Adrian has amassed three Olympic gold medals and seven World
Championship golds since 2008. Adrian will compete in his third
consecutive Olympic Games in Rio.
- Leo Manzano, Track & Field
- A 2012 silver medalist in London,
Manzano was the first U.S. athlete to make the podium in the 1500m
race in 44 years.
- Nastia Liukin, Gymnastics legend
- One of the all-time most decorated U.S.
gymnasts, Liukin won a gold medal for the all-around competition in
the Beijing 2008 Olympic Games, adding to her three silver medals
and single bronze. Liukin also won four gold medals during her
career in the World Championships. In 2014, she was inducted into
the USA Gymnastics Hall of Fame.
The slate of Coca-Cola athletes will help bring the Company’s
#ThatsGold campaign to life and will be featured through:
- Limited-edition Coca-Cola, Diet Coke
and Coca-Cola Zero packaging available nationwide.
Beginning in mid-July, a range of 12-ounce cans will feature
silhouette-style images of the athletes in motion, in anticipation
and celebration of the Rio 2016 Olympic Games. Specially marked
product will be on store shelves through the end of August or while
supplies last.
- A series of three video
vignettes, produced in partnership with NBC, focus 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 favorite
#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 video
across social platforms using the hashtag #ThatsGold.
Historic Partnership
The Rio 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.”
About The Coca-Cola
Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and
still brands and more than 3,800 beverage choices. Led by
Coca-Cola, one of the world's most valuable and recognizable
brands, our company’s portfolio features 20 billion-dollar brands,
18 of which are available in reduced-, low- or no-calorie options.
Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta,
Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del
Valle, Georgia and Gold Peak. Through the world's largest beverage
distribution system, we are the No. 1 provider of both sparkling
and still beverages. More than 1.9 billion servings of our
beverages are enjoyed by consumers in more than 200 countries each
day. With an enduring commitment to building sustainable
communities, our company is focused on initiatives that reduce our
environmental footprint, create a safe, inclusive work environment
for our associates, and enhance the economic development of the
communities where we operate. Together with our bottling partners,
we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola
Journey at www.coca-colacompany.com, follow us on Twitter at
twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at
www.coca-colablog.com or find us on LinkedIn at
www.linkedin.com/company/the-coca-cola-company.
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version on businesswire.com: http://www.businesswire.com/news/home/20160713005236/en/
The Coca-Cola CompanyKate Hartman,
404-676-1254press@coca-cola.com
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