Published: January 25, 2010
Coca-Cola Launches 'Open the Games. Open Happiness' Campaign for the Vancouver 2010 Olympic Winter Games
ATLANTA - (BUSINESS WIRE) - Coca-Cola is tapping into the joy and inspiration of the Vancouver 2010
Olympic Winter Games with the launch of a multi-faceted Olympic
Games-themed program in the U.S. designed to refresh, uplift and inspire
fans. The campaign is anchored by a group of high-profile U.S. Olympians
and U.S. Champions, known as the Coca-Cola "Six Pack" of athletes,
limited edition Olympic Games-themed packaging, media and digital
experiences.
Take Home the Games
Currently hitting supermarkets, convenience stores and mass retailers
are limited edition, Coca-Cola Olympic Games-themed collectible cans and
FridgePacks featuring silhouettes inspired by some of the most popular
Olympic Winter Games sports, such as figure skating, ice hockey,
speedskating and snowboarding. An additional commemorative can featuring
a contemporary interpretation of the Inukshuk, the symbol of the
Vancouver 2010 Olympic Winter Games, will be released closer to the
opening of the Games. This innovative packaging extends the brand's
commitment to refresh fans with the spirit and excitement of the Games
at home. Additional packaging includes 20-ounce Coca-Cola bottles,
multipacks and 2-liter bottles, with a new silhouette appearing every
two to three weeks. More than 700 million cans will be on store shelves
throughout January and February.
"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, Coca-Cola North America. "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 the exciting
competition with your friends and family."
Coca-Cola "Six-Pack" of Olympic Athletes
Coca-Cola continues to build upon its legacy of supporting active
lifestyles through its relationship with inspirational athletes. The
Coca-Cola "Six Pack" of athletes is featured on in-store materials and
serves as Coca-Cola "Ambassadors of Active Living," helping encourage
and inspire people to lead active, balanced lives. The Coca-Cola "Six
Pack" includes five-time Olympic medalist Apolo Anton Ohno (short track
speed skating), Olympic silver medalist Gretchen Bleiler (snowboard),
three-time Olympic medalist Angela Ruggiero (ice hockey), World Champion
Evan Lysacek (figure skating) and two-time U.S. figure skating champions
Keauna McLaughlin and Rockne Brubaker.
Advertising
The new Coca-Cola global Olympic TV commercial, "Snowball," which
debuted during the season premiere of American Idol, shows how Coke can
spark spontaneity and fun as people from all over the world come
together and engage in a high-energy game. Additionally, a series of
four :15 second spots promoting the Coca-Cola Olympic Games-themed
collectible cans and two :30 vignettes featuring the Coca-Cola
"Six-Pack" of athletes and cans will run on NBC during primetime Olympic
Winter Games programming.
During the Opening Ceremony on February 12, viewers will see a special
commercial that celebrates the 80-year partnership between Coca-Cola and
the Olympic Games. The spot features uplifting, historical footage of
Olympic athletes receiving their medals 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." The ad, which originally aired during
the Opening Ceremony of the Beijing 2008 Olympic Games, has been
refreshed to include Olympians Ohno, Bleiler and Ruggiero as well as
athletes from the Paralympic Games and the Special Olympic Games.
Digital Olympic Experience
Coca-Cola is partnering with NBC as an exclusive sponsor of Team USA on
NBCOlympics.com and NBCOlympics mobile. The sponsorship includes a
custom content section that captures all of the celebratory and
feel-good moments of the Vancouver 2010 Olympic Games and a mobile
application called "NBC Olympic Cheer presented by Coca-Cola." The
application brings fans into the Vancouver experience by playing
energetic, familiar sounds related to the Games like air horns and
cowbells and the sounds associated with drinking a refreshing Coke (ice
clinking, pouring, the first "ahh" ). Fans also can support Team USA by
recording and submitting their own custom cheers within the application.
Rounding out the NBC partnership is the exclusive sponsorship of
"Primetime Challenge," which enhances the Olympic Winter Games viewing
experience by allowing fans to play along with the TV broadcast through
a two-screen application synced up to live action, offering trivia,
predictive questions, polls, fun facts and athlete profiles.
MyCokeRewards.com serves as the hub for everything Olympics Games as
members can redeem points for Coca-Cola Olympic Games gear, learn about
the collectible cans and the
Coca-Cola "Six Pack" of athletes, and earn bonus points when U.S.
athletes win medals during the Vancouver 2010 Olympic Winter Games. For
Olympic Games fans on the go, Coca-Cola offers a mobile site that
reflects the content found on MyCokeRewards.com, plus downloadable
wallpaper of the athlete silhouettes featured on the collectible cans.
MyCoke.com continues to be the destination for teens looking to interact
with Coca-Cola and the Olympic Games in a fun, global way. Visitors can
design their own digital Coke bottle to share with others around the
world, learn about the Coca-Cola "Six Pack" of Olympic athletes, view
videos, including Coca-Cola Olympic Games commercials and U.S. Olympic
Committee webisodes featuring the "Six-Pack" of Olympic athletes, and
participate in an interactive global video game.
Vancouver 2010 Olympic Torch Relay
In October 2009, Coca-Cola announced the selection of 20 inspiring
Americans to be torchbearers for the Vancouver 2010 Olympic Torch Relay.
Among the honored torchbearers are 10 teens, five leaders from national
health organizations, three Coca-Cola North America employees and
Olympic gold medalists Shawn Johnson and Steven Lopez. All torchbearers
were selected because of their dedication to making a positive
difference in their communities.
The torchbearers carried the Olympic Flame through Calgary, Canada, on
January 18-19, 2010 as it made its way to Vancouver and the Opening
Ceremony for the 2010 Olympic Winter Games on February 12, 2010. The
relay, presented by Coca-Cola, will last for 100 days, cover more than
27,000 miles (45,000 kilometers) and link more than 1,000 communities
and places of interest across Canada.
About Coca-Cola and the Olympic Movement
The Coca-Cola Company has been an Olympic Games partner since 1928 and
is the longest continuous corporate supporter of the Olympic Movement.
The Company works with National Olympic Committees in more than 200
countries to help athletes train and compete. More than 90 percent of
the Coca-Cola system's investment in the Olympic Games is directed to
athlete development and to assist in staging the Games. Products of The
Coca-Cola Company refresh athletes, volunteers, officials and spectators
during the Olympic Games; and supporting programs such as the Vancouver
2010 Olympic Torch Relay allows Coca-Cola to help share the Olympic
Spirit around the world. The Coca-Cola Company is the exclusive
nonalcoholic beverage provider to the Olympic Games through 2020.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company,
refreshing consumers with nearly 500 sparkling and still brands. Along
with Coca-Cola, recognized as the world's most valuable brand, the
Company's portfolio includes 12 other billion dollar brands, including
Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute
Maid and Georgia Coffee. Globally, we are the No. 1 provider of
sparkling beverages, juices and juice drinks and ready-to-drink teas and
coffees. Through the world's largest beverage distribution system,
consumers in more than 200 countries enjoy the Company's beverages at a
rate of nearly 1.6 billion servings a day. With an enduring commitment
to building sustainable communities, our Company is focused on
initiatives that protect the environment, conserve resources and enhance
the economic development of the communities where we operate. For more
information about our Company, please visit our Web site at www.thecoca-colacompany.com.
Coca-Cola North America
Susan Stribling, 404-676-4120
sstribling@na.ko.com
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