The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

July 13, 2016 | 2 min read

As the marketing scrabble around the Olympics begins to take shape Coca-Cola has revealed its sports-themed push for the games with a global campaign that features 79 athletes from around the world.

The #ThatsGold campaign will launch in 50 markets and shows athletes celebrating winning gold in different sporting fields and is intercut with people enjoying Coca-Cola’s range of drinks in everyday moments. The spot uses the newly introduced ‘Taste the Feeling’ tagline and anthem, which was introduced in January to align the drinks giant’s range of products, including Coke Zero Sugar and Coke Life under one strategy.

As well as the print and TV campaign Coke has a series of marketing and experiential activity planned, including a hangout area for teens in Rio called the Coca-Cola Olympic Station, which will mix athletes, music artists and influencers, and allow young people to engage with the Olympics in a more accessible way. Coke will also run the #ThatsGold Experience within the Olympic Park itself where visitors can enjoy a drink from a commemorative gold aluminium bottle.

"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."

Limited edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging will be available nationwide from mid-July featuring silhouette-style images of the athletes in motion.

Olympics Coca-Cola Advertising

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