US/UK: The Coca-Cola Co unveils Olympics marketing push
The Coca-Cola said its latest Olympic campaign is its biggest in its history
The Coca-Cola Co has launched its Olympic-themed US advertising push ahead of London 2012.
The campaign will include new Olympic-branded packaging across its core Coca-Cola beverage line and eight TV spots focusing on Coca-Cola sponsored Olympic and Paralympic athletes. Combined with the brand's Move to the Beat music collaboration, it is the largest Olympic-themed marketing effort for the company since it first sponsored the event in 1928, Coca-Cola said yesterday (6 July).
The new limited-edition packaging will be available until the end of August and features silhouette pictures of Coca-Cola-sponsored athletes.
Meanwhile, the eight TV ads, one of which can be seen below, will air on network channels and in cinemas. They will play for the duration of the Games, which start 27 July.
Customers will also be able to upload pictures of themselves and messages of support to the Coca-Cola website. Some of the pictures will appear on a giant screen in New York's Times Square on 18 July.
Coca-Cola will send the Coca-Cola Swelter Stopper to about 80 events in the US during the Games. The Swelter Stopper will vend ice-cold beverages and be branded in London 2012 colours.
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