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Coca-ColaCoca-Cola’s marketing campaign for the Olympic Games Rio 2016 focused on celebrating gold – but not just the gold found on the medal podium. In the 88th year of its Olympic partnership, Coca-Cola aimed to celebrate with fans across the world the ‘gold’ feeling that comes from accomplishing something great, however simple, in an everyday moment. The #ThatsGold initiative was achieved in the following ways:GLOBAL TELEVISION AND PRINT CAMPAIGNCoca-Cola’s #ThatsGold global television commercial and out-of-home campaign featured famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world, including US swimmer Nathan Adrian, Australian hurdler Michelle Jenneke and rising British athlete Jodie Williams. In line with Coca-Cola’s recent ‘Taste the Feeling’ global creative campaign, the images featured in the global creative depicted 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 television commercial, meanwhile, centred on the gold moments that happen both on and off the podium during the Olympic Games.“While the gold medal is an icon of sporting success, Coca-Cola believed that gold moments could happen far beyond the podium. We are proud to have brought #ThatsGold to life in such a major way in both Rio de Janeiro and around the world.” Rodolfo Echeverria, Vice President of Global Creative, The Coca-Cola Company180,000Visitors to Coca-Cola’s Olympic Park experience50,000+Pins traded at Coca-Cola’s Olympic Park experience500 MillionSocial media impressions for Coca-Cola’s #ThatsGold campaign046 SPONSORSHIP