COCA-COLA LAUNCHES ‘OPEN THE GAMES. OPEN HAPPINESS’ CAMPAIGN FOR THE VANCOUVER 2010 OLYMPIC WINTER GAMES
U.S. Program Celebrates the ‘Games’ That Uplift Fans Everywhere
Coca-Cola is tapping into the joy and inspiration of the Vancouver 2010 Olympic Winter Games with the launch of a multi-faceted Olympic-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 Olympic hopefuls, limited edition Olympic-themed packaging, media and digital experiences.
Take Home the Games
Currently hitting supermarkets, convenience stores and mass retailers are limited edition, Coca-Cola Olympic-themed collectible cans and FridgePacks featuring silhouettes inspired by some of the most popular Olympic winter sports such as figure skating, hockey, speedskating and snowboarding. The commemorative can featuring the Inukshuk, the symbol of the 2010 Vancouver Olympic Winter Games, will be released closer to the opening of the Games. This innovative packaging extends the brand’s commitment to connect fans with the spirit and excitement of the Olympic Games at home. Additional packaging includes 20-ounce Coca-Cola bottles, multipacks and 2- liter bottles, with a new athlete silhouette appearing every two to three weeks. More than 700 million cans will saturate the market through the end of February.
“The dedication to positive living and amazing athletic performances of our six-pack of athletes served as inspiration for these Coca-Cola Olympic-themed collectible cans,” said Katie Bayne, Chief Marketing Officer, Coca-Cola North America. “Our special packaging as well as our overall Coca-Cola Olympic program is 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 positive living through its relationship with inspirational athletes. This special “Six Pack” of Olympic athletes will be featured on in-store materials and are serving as Coca-Cola “Ambassadors of Active Living” to help encourage and inspire people to lead active, balanced lives. The Coca-Cola “Six Pack” includes five-time medalist Apolo Anton Ohno (short track speed skating), Olympic silver medalist Gretchen Bleiler (snow boarding), three-time medalist Angela Ruggiero (women’s hockey), world champion Evan Lysacek (men’s figure skating) and Olympic hopefuls Keauna McLaughlin and Rockne Brubaker (pairs figure skating).
Advertising
The Coca-Cola global Olympic TV commercial debuted earlier this week during the season premiere of American Idol on FOX. Titled “Snowball,” the spot 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-themed collectible cans and two :30 vignettes featuring the Coca-Cola “Six-Pack” of Olympic athletes and cans will run on NBC during primetime Olympic 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 Apolo Anton Ohno, Gretchen Bleiler and Angela 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 viewing experience by allowing fans to play along with the TV broadcast through a 2-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 as members can redeem points for Olympic 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 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 athletes; view videos, including Coca-Cola Olympic commercials and USOC webisodes featuring the “Six-Pack” of 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 will carry the Olympic Flame through Calgary, Canada, on January 18-19, 2010 as it makes 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, covering more than 27,000 miles (45,000 kilometers) and linking together more than 1,000 communities and places of interest.