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Coca-Cola London 2012 Olympics Mini

Coca-Cola unveils its ‘Beat Fleet’ for the Olympic Relay


By The Drum Team | Editorial

April 24, 2012 | 2 min read

Coca-Cola has unveiled its ‘Beat Fleet’ of hybrid vehicles to lead the Olympic Torchbearers, with the aim of creating excitement and handling out commemorative bottles.

Setting out from Land’s End on 19 May, the fleet - including two MINI Beats - will travel between thirty minutes and eight hours ahead receiving a musical reward.

James Williams, director for the Olympic Torch Relay at The Coca-Cola Company, said: “As a Presenting Partner of the Olympic Torch Relay we are incredibly excited and proud to announce the introduction of the ‘Beat Fleet’. These highly sustainable vehicles showcase the latest in green technology.

“Not only will they help to galvanise nationwide support for all the Future Flames honoured with carrying the Olympic Flame, the ‘Beat Fleet’ will also help to unite the nation allowing everybody to take part in the UK’s biggest party. We’re encouraging everyone across the UK to come down, join in the fun and cheer on their local Future Flames during this historic occasion.”

Ysabel Vazquez, marketing planning and brand partnerships manager at MINI UK comments: “MINI is proud to be an official partner to Team GB and ParalympicsGB. Being a key part of the ‘Beat Fleet’ along the torch relay means we can extend our 'home crowd’ support to inspire our teams to deliver extraordinary performances.”

Coca-Cola London 2012 Olympics Mini

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