Coca-Cola has kicked off a new global campaign ahead of the 2016 Olympic Games in Rio aimed at celebrating “the gold feeling that comes from accomplishing something great”.
The campaign, #ThatsGold, will roll out around the world from this month and will include a global television and print campaign, Coca-Cola activations in Rio and use ‘global influencers’ including Australian celebrity Cody Simpson, to create content about what #ThatsGold means to them and their own “gold moments”.
“While the gold medal is an icon of sporting success, Coca-Cola believes that gold moments can happen far beyond the podium. They can happen every day and all around the world,” said Rodolfo Echeverria, vice president of global creative, The Coca-Cola Company.
“For Coca-Cola, gold moments are made of special feelings – joyful, refreshing, sharable – all of those moments that make you feel gold, just like the feeling of drinking an ice-cold Coca-Cola. We look forward to bringing #ThatsGold to life in Rio de Janeiro and around the world.”
#ThatsGold will come to life through the following activations:
- Global television and print campaign: Coca-Cola will bring #ThatsGold to life through global television commercials (TVCs) and out of home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world.
- Torch relay: In the lead up to the Games, Coca-Cola has been the presenting partner of the Olympic flame on its incredible 95-day journey through Brazil as part of the Rio 2016 Olympic torch relay.
- The Coca-Cola Olympic Station: For the first time in its Olympic Games history, Coca-Cola will create an official
“must see hang out for teens” in Rio where they can experience and engage with the Olympic Games on their terms.
- #IssoÉOuro/#ThatsGold experience: Within the Olympic Park, The Coca-Cola experience, a visual activation, will include ice-cold Coca-Cola in commemorative gold aluminum bottles, a celebration of the Olympic Torch Relay (including a photo with the torch), highlights of the long-standing partnership between Coca-Cola and the Olympic Games, and a pin trading and retail experience.
- Global influencers: To spread #ThatsGold across the world, Coca-Cola has enlisted a selection of global influencers, including: Australian superstars Cody and Alli Simpson, Canadian actress and fashion blogger Allie Evans, and British YouTuber Jake Boys. The influencers are creating a series of content that defines what #ThatsGold means to them and encourages their social media followers to celebrate their own gold moments.
- Coletivo: The Rio 2016 Olympic Games will see the Coletivo Coca-Cola project extended further through Coletivo Events; a training program for young people from Rio de Janeiro’s favelas that aims to empower people from these communities through work.