By Barry Janoff
July 14, 2016: Calling it "perhaps our biggest-ever portfolio play at the Olympics," Coca-Cola, an official top-tier partner with the International Olympic Committee, has covered its multi-platform Summer Games marketing campaign with gold.
Breaking this week in 50 markets worldwide under the umbrella theme, "That's Gold," the campaign includes TV, print, Internet, social media, POP and on-site activation in Rio de Janeiro, in addition to Olympic-themed products.
Coca-Cola has also been presenting partner for the Olympic flame on its 95-day journey through Brazil as part of the Rio 2016 Olympic Torch Relay.
The campaign focuses on golden moments realized by athletes and others, and their golden reactions to those achievements.
Coca-Cola's roster of Olympic and Paralympic participants, hopefuls and legends includes Nathan Adrian (swimming), Ashton Eaton (track and field), Michelle Jenneke (Australian hurdler), Nastia Liukin (gymnastics legend), Tatyana McFadden (Paralympic track), Alex Morgan (U.S. Women's National Soccer Team), Leo Manzano (track and field) and Jodie Williams (Great Britain track & field).
The campaign encompasses Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero and Coca-Cola Life.
Other Coca-Cola Co. brands aligned with Summer Games campaigns include Powerade, Minute Maid, Glaceau Vitaminwater, ZICO and Core Power.
Two Coke spots broke this week, "Gold Actions" and "Gold Feelings." Additional creative is expected to be unveiled prior to and during the Games, Aug. 5 - 21.
A series of three video vignettes, produced in partnership with NBC, focus on some of the "happiest and most triumphant moments" experienced 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 "That's Gold" moments.
A fourth vignette features a selection of Coca-Cola athletes "issuing a call to action to viewers, inspiring them to share their own 'That's Gold' moments through photos and video across social platforms" using the hashtag #ThatsGold.
The campaign was "co-led by Coca-Cola marketing teams in Atlanta and Rio," according to the company.
“While the gold medal is an icon of sporting success, Coca-Cola believes that gold moments can happen far beyond the podium," Rodolfo Echeverria, vp-global creative for the Coca-Cola Co., said in a statement. "They can happen every day and all around the world.
“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," said Echeverria.
Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero 12-ounce cans will feature silhouette-style images of Coke athletes in motion (through the end of August or while supplies last).
“While the gold medal is an icon of sporting success, Coca-Cola believes that gold moments can happen far beyond the podium."
In Brazil, The Coca-Cola Olympic Station located in official Rio Live site, Praca Maua, will enable people to experience "That's Gold" via interactive stations and athletes, musicians and other influencers who will visit the location.
During the Olympic Games, Coca-Cola said it would employ young people from its ongoing Coletivo Coca-Cola project — a training program for young people from Rio de Janeiro’s favelas that aims to empower them through employment — 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."
Other global IOC marketing partners include Atos, Bridgestone, Dow, GE, McDonald's, Omega, Panasonic, P&G, Samsung, Toyota and Visa.
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