Mark Ronson fronts Coca-Cola's 2012 Olympic campaign
As part of its sponsorship of the 2012 London Olympics, Coca-Cola has unveiled its global integrated campaign ‘Move to the Beat’.
The campaign will include a global TV advert featuring music producer Mark Ronson, and will aim to bring teens closer to the event and to sport by harnessing their passion for music.
Sanjay Guha, Marketing and Olympics Director, Coca-Cola Northwest Europe and Nordics, said: “We are thrilled that Move to the Beat will give millions of young people in Great Britain the opportunity to get closer to the magic of London 2012 through the fusion of music and sport. We hope that Move to the Beat will inspire young people to move to the beat of London and join us in the biggest celebration of the Olympic Games in our 84 year partnership.”
Alongside the TV advert, created by Mother, Ronson has developed an anthem featuring Katy B which includes the sound of Olympic sports, for which Ronson travelled the world seeking inspiration through meeting young athletes and recording their sounds.
The creation of the song will feature in a documentary, ahead of its release as a single, and will also be featured in the TV commercial, as well as on mobile and digital platforms and at Co-Cola events.
Five athlete ambassadors have also be chosen to front the campaign from varying countries, with each having provided sounds for Ronson to use.
Global activation of the campaign elements will run across multiple platforms, including text messaging, mobile web and apps. Limited edition packaging promoting the campaign will also be rolled out.
The brand will also underline its commitment to the Games as it aims to leave a lasting legacy of sustainability for next year’s Olympics in London, by serving its products in 100% recyclable packaging, while ever bottle recycled at the venues will be used again.
It will also work with organisations such as StreetGames and Rockcorps to encourage active participation in sport and charitable activities
The Drum will bring you the campaign as soon as it can.