As the clock ticks down to the opening ceremony of the Rio 2016 Olympic Games, Coca-Cola has launched a new Olympics campaign designed to highlight golden moments both on and off the podium.
To mark the 88th year of this partnership in style, Coca-Cola is encouraging Australians everywhere to come together, celebrate and share their own special ‘#ThatsGold’ moments and get into the Olympic spirit as part of a major multi-channel marketing campaign.
The campaign will show that #ThatsGold moments happen in all our lives, just as they’re happening to our Olympic Athletes competing in Rio as they strive for gold.
To bring the campaign to life, Coca-Cola has announced Australian Olympic athlete Michelle Jenneke as a #ThatsGold ambassador in Australia. In her role as ambassador, Jenneke will play a prominent role in a high-impact marketing program that Coca-Cola will be running to support the campaign locally and also globally in the coming month.
Jenneke will be a face of a new TV ad to promote the Olympics campaign and will also engage in PR and social media activity to encourage Australians to share their own #ThatsGold moments and get behind Australian athletes. There will also be additional proximity out-of-home advertising and tailored digital activity.
Special limited edition Olympic collectors packaging is now available in market across 375ml packs of Coca-Cola, Coca-Cola Zero and Diet Coke, as well as 600ml packs of Diet Coke and Coke Life. There are six variations of designs on the 375ml cans (sold in 30 packs only), while on the 600ml bottles there are four designs per variant (sold in singles).
Coca-Cola brand manager Romy Mueller said: “Coca-Cola and the Olympic Games share many key values that make us so compatible. The gold medal is an icon of Olympic success and our #ThatsGold campaign goes one step further by taking that gold feeling beyond the podium, bringing people from all walks of life together to celebrate everyday moments that inspire us all. The campaign is one of our biggest Olympic campaigns to date and we hope to bring Australians together to make the most of the big occasion!”
Alongside Jenneke, Australian pop stars Cody and Alli Simpson have been enlisted as key influencers to support the campaign on a global level. They will be contributing a range of content in the lead-up and during the Olympic Games that defines what #ThatsGold means to them, encouraging their substantial social media following to celebrate their own golden moments.
Another key pillar of the campaign’s content strategy is a partnership with Storyful, a social aggregation service, to deliver relevant and real-time “That’s Gold” local and global content to Australian households. Meanwhile, The Coca-Cola Olympic Station will be an activation that Coca-Cola is launching for the first time in its Olympic Games history.