US: Coke unveils Olympic ad spots
The Coca-Cola Co. is to launch advertising in the US around its position as one of the sponsors of the Olympic Games, which are due to open in less than a month, in Beijing.
The three new ads - the first of which will begin airing this week - are part of the global 'Coke Side of Life' campaign. The commercials are supplemented by two Coca-Cola Olympic-themed vignettes that began running exclusively on NBC in June.
"When people across the country gather to watch the world's most compelling sporting event, Coca-Cola will be with them to celebrate the excitement and emotion of the Olympic Games," said Katie Bayne, chief marketing officer at Coca-Cola North America. "These new ads bring people together by conveying the universal ideals of optimism, unity and inspiration that Coca-Cola and the Olympic Games have shared and promoted for more than 80 years."
The first new Coca-Cola ad features Olympians Yao Ming and LeBron James. The spot celebrates the athletes' competitive spirit and cultural diversity. As the ad concludes, both players display bottles of Coca-Cola - Yao's featuring the Coca-Cola logo in Mandarin and James' bottle with English script.
Another ad, which celebrates the 80-year partnership between Coca-Cola and the Olympic Games, features historical footage of Olympic and Special 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 final spot, 'Bird's Nest', features animated birds in the colours of the Olympic Rings as they fly across the world collecting drinking straws from various bottles and glasses of Coke. The five birds construct a miniature replica of the Beijing Olympic Stadium from the straws and then watch the opening ceremony from their new home. This spot will debut during the opening ceremony for the games.
Two special NBC vignettes - which began airing in June - promote Coca-Cola's collectible Olympic-themed cans bearing the Coca-Cola logo in different languages, including Ethiopian, Russian, Thai, Mandarin and English. In the spots, members of the Coca-Cola "Six Pack" of Olympic athletes who are featured on Coca-Cola Olympic packaging discuss the uplifting experience of the Olympic Games. The 'Six Pack' includes Natalie Coughlin (swimming), Shawn Johnson (gymnastics), LeBron James (basketball), Steven Lopez (taekwondo), Andy Potts (triathlon) and Sanya Richards (track & field).
The 2008 Beijing Olympics are almost upon us as we finally realise that in addition to all the brand sponsorship activity, there will be some sport. Not surprisingly Coca-Cola is one of the leading pa...
Cadbury officially put its Australian soft drinks business up for sale this week following a strategic review of the business....
While the past 12 months have been difficult for many soft drinks companies, notably in North America, the last year has seen continued development in better-for-you categories, notably enhanced water...
Coca-Cola Hellenic Bottling Co has said that its two major stakeholders, The Coca-Cola Co and Kar-Tess Holding, have extended their shareholders' agreement for the drinks bottler....
Asahi Breweries has lined up the acquisition of Cadbury's soft drinks business in Australia....
The Coca-Cola Co has defended its Diet Coke Plus drink against an allegation by the US Food and Drug Administration that the product breaches the law....
Investor Nelson Peltz has increased his stake in soft drinks group Dr Pepper Snapple, via private investment group Trian Fund Management....
Analysts have reacted positively to Coca-Cola Enterprises' announced restructuring plan and news that the bottler's 2008 earnings will not be as bad as feared....
- How Treasury is rewriting the rule book - Comment
- Craft spirits shake-out will be just the beginning
- Drinkable yogurt - The next drinks opportunity
- Has Diet Coke passed its sell-by date? - Comment
- Coca-Cola India suspends bottling operations
- Diageo brands need "fixing and nurturing" - TWE
- SAB shareholders granted AB InBev vote split
- This week in wine & spirits on just-drinks
- Pernod Ricard wins Ron Matusalem 'Cuba' legal row
- Spirits volumes slide in Global Travel Retail
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages