GLOBAL: The Coca-Cola Co unveils London 2012 Olympic campaign

By | 30 September 2011

A Coca-Cola anthem has been created by UK producer Mark Ronson

A Coca-Cola anthem has been created by UK producer Mark Ronson

The Coca-Cola Co has launched its global campaign for the London 2012 Olympic Games.

'Move to the Beat' is a multimedia campaign that will include a music anthem, a documentary, television advertising and digital communications. Launched today (30 September), the campaign targets teenagers in a bid to get them involved in sport and emphasise Coca-Cola's sponsorship of the Olympic Games.

A Coca-Cola anthem has been created by UK producer Mark Ronson and vocalist Katy B, which will feature in a 'London Beat' documentary, giving a behind-the-scenes look at how the song was created. The anthem will be released as a single globally and will become the soundtrack for TV adverts, mobile and digital platforms and Coca-Cola events during the Olympic Games in 2012.

A global television advertisement featuring Mark Ronson, Katy B and Coca-Cola's five 'athlete ambassadors' will air from early 2012. The athletes include: Darius Knight, GB table tennis player, US hurdler David Oliver, 400m Russian sprinter Kseniya Vdovina, Singapore archer Dayyan Jaffar, and Mexican taekwondo athlete Maria Espinoza.

Limited edition Coca-Cola packaging will also launch in 2012, the group said.

Sectors: Marketing – advertising & promotions, Soft drinks, Water

Companies: Coca-Cola Co

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GLOBAL: The Coca-Cola Co unveils London 2012 Olympic campaign

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