Coca-Cola Scaling Back Scope Of Global Olympic Marketing, Increasing Social Efforts
SERVICE STATION: During the Games in Rio, Coca-Cola will operate a second operation more than 20 miles away from its usual presence at the central Olympic Park: A teen-focused “Coca-Cola Station” at the official Rio Live site in Pracu Maua. The venue will include musical acts, artists and a studio for hired social influencers to augment the soft drink’s global #thatsgold advertising campaign during the Games. Coca-Cola activated in similar ways during the '14 FIFA World Cup, but is now broadcasting that effort globally. Coca-Cola Global VP/Creative & Connections Rodolfo Echeverria said the Olympic Park "would look like what we’ve done in the past, with three four big stands of activity.” But he added, "What we’re doing in the city and amplifying to the world is exponential. The way we’re taking the influencers and bloggers to put this idea alive, through the city and particularly in the Coca-Cola Station, is amazing." The paid social media influencers include Australian teen sibling singers Cody and Alli Simpson, Canadian actress Allie Evans and British YouTube star Jake Boys. They will promote Coke live from Rio under the #thatsgold hashtag and encourage fans to do the same.
SPECIAL PACKAGING COMING: The company will soon launch special Olympic packaging for its Coca-Cola, Diet Coke and Coca-Cola Zero products through August. The bottles and cans feature silhouettes of the athletes. Coca-Cola also has tapped athlete endorsers and prepared creative for the brands Powerade, Minute Maid, Core Power milk shakes, Zico coconut water and vitaminwater. "It’s a much more significant presence for other brands in addition to the brand Coca-Cola than you would have seen in the past,” said Coca-Cola Dir of Worldwide Sports & Event Management Peter Franklin.