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SBD Global/July 10, 2012/Marketing and Sponsorship

Coca-Cola Tweaks Olympic Ad Campaign In China To Play On 'Pride'

IOC sponsor Coca-Cola has “tweaked” its Olympic campaign and “created one of the few localized versions” in China, according to Anita Chang Beattie of AD AGE. The "Beat of China" campaign taps into the “national pride abundant among young Chinese, urging fans to submit their own beats to help create an anthem to cheer on their athletes competing far away from home.” Coca-Cola Sparkling Beverages Dir for Greater China and Korea Marina Palma said, “Previous research showed that after the huge success and high relevance of '08 (the Beijing Olympics), there was a perceived distance between Chinese people and London. The main task was to close that emotional and physical distance in a relevant way.” Chang Beattie reported the result is a marketing effort that “includes mini-documentaries featuring the personal stories of five Chinese Olympians, calls to action across various media urging consumers to submit their own beats on a dedicated website, a traveling roadshow, special Coke cans and even an Angry Birds game.” The campaign “launched in April at the Bird's Nest National Stadium in Beijing, featuring a performance of the official Coke anthem by Hong Kong pop star Jacky Cheung.” An updated version of the song “will be released on July 12, incorporating the beats submitted by consumers” (ADAGE.com, 7/6).
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