Coca-Cola Great Britain is launching its "biggest and most expansive" campaign for its 35-year association with the Special Olympics as it looks to raise awareness of the event it claims is often confused with the Paralympics, according to Sebastian Joseph of MARKETING WEEK. The campaign launched Wednesday "to mark the Special Olympics National Games held in Bath" to be held on Aug. 28. Outdoor, print and Facebook ads "feature 12 competing athletes from each of the sports at the Games alongside a takeover of the brand's Piccadilly Circus sign." A film "Let Me Win" will also be promoted across Coke's social media channels. The Special Olympics is a global charity backed by the IOC. Despite its scale, organizers do not have the financial support of other int'l sporting events and Coke hopes its campaign will help it achieve a "fitting legacy of increased awareness and participation." Coca-Cola GB corporate responsibility and sustainability manager Liz Lowe said that it wants to tap the "wave of enthusiasm" the British public has for disability sport after last year's Paralympic Games to help establish a "stronger" Special Olympics brand. Lowe: "This isn't a brand building platform for us. It's about giving the Special Olympics the wherewithal to achieve marketing success that they would never be able to normally do" (MARKETING WEEK, 8/14).
