Coca-Cola goes for Gold in Rio Olympics
KATHMANDU: As the clock ticks down to the Opening Ceremony of the Rio Olympic Games, Coca-Cola has its eyes set on celebrating gold — but not just the gold found on top of the world’s most elite podium.
In the 88th year of this special partnership, Coca-Cola will celebrate with fans across the world the gold feeling that comes from accomplishing something great, however simple, in an everyday moment. “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, in a release. “For Coca-Cola, gold moments are made of special feelings – joyful, refreshing, and shareable – 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 and around the world.”
Coca-Cola will bring #ThatsGold to life through global television commercials and out-of-home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world, added the release. In the lead up to the Games, Coca-Cola has been the presenting partner of the Olympic flame on its incredible 95-day journey through Brazil as part of the Rio 2016 Olympic Torch Relay. By the time the torch arrives in Rio de Janeiro, the flame will have been carried by over 12,000 people, having visited 320 cities, covering 20,000km on land, and over 16,000km by air, it said.
For the first time in its Olympic Games history, Coca-Cola will create an official ‘must see’ hang out for teens in Rio where they can experience and engage with Olympic Games on their terms. Located in the new heart of the city and Official Rio Live Site, Praca Maua, this hang out will give fans the chance to experience #ThatsGold in a number of ways, from innovative tech activities to headline events with their idols. The space will mix athletes, music artists and influencers, allowing them to create and share their gold moments across social networks, all while tasting the feeling of a Coca-Cola, the release added.
The Rio 2016 Olympic Games marks 88 years of partnership between The Coca-Cola Company and the International Olympic Committee and the Olympic Movement. “As an Olympic sponsor since 1928, we believe the Olympic Games are a force for good that unite people through a common interest in sports, and we have seen first-hand the positive impact and long-lasting legacy they leave on the communities of the host nations,” said Echeverria. “We support the core values of the Olympic Movement – excellence, friendship and respect – and are proud to continue our role in helping to make the Olympics a memorable experience for athletes, fans and communities all around the world.”