Coca-Cola Pitches Couple Kissing under water in new Olympics Campaign
Coca-Cola’s global Olympics campaign has been released displaying footage of 79 athletes from 23 countries across a variety of sports, from swimming to badminton. But the cola giant is putting much emphasis on bottle shots as it is on gold medal moments among others.
The approach puts a sporting stamp on the product-first marketing strategy that Coke initiated in January with the “Taste the Feeling” campaign. The Olympic campaign uses that tagline and anthem but adds the line “#ThatsGold.” Two TV spots mix footage of Olympic competition with everyday moments, like a young couple diving into a pool and kissing under water.
“We cannot ignore that this is a competition about winning and there are medals,” said Rodolfo Echeverria, VP of global creative for Coca-Cola Co. “But also there is a lot of gold to be found beyond the podium.” And in that vein, the campaign aims to capture “moments of joy, uplift and refreshment,” he said. Coke has prioritized simple pleasures in its marketing ever since shelving the higher-minded “Open Happiness” campaign in January.
Ogilvy & Mather Brazil is the lead agency on the Olympic campaign. The Miami office of David assisted on versions of the spots created for North America.
Coca-Cola, which has sponsored Olympic games going back to 1928, will air the ads in more than 50 markets. The TV ads will begin airing in the U.S. on Aug. 5 during the Opening Ceremony.
Coke shot new footage of 24 athletes, ranging from British sprinter Jodie Williams to Canadian Badminton player Michelle Li. The brand also secured the rights to use stock footage of at least an additional 55 athletes. Local markets will be expected to adapt the ads to market demands.
A large outdoor component of the campaign will feature shots of Olympians that were taken during two separate photo shoots: one in Los Angeles for U.S. athletes and another in Barcelona for global athletes.
According to reports, Coke is planning two big experiential marketing events on the ground in Rio during the games. One venue in Olympic Park is designed for people who have tickets to Olympic events. It will include product sampling and retail. Another venue is expected in the Praca Maua area of Rio. Here Coke will host what it calls The Coca-Cola Station for people who don’t necessarily have tickets. Teenagers are the primary target. Attractions include a “liquid immersion experience where teens can step inside a Coca-Cola bottle,” as well as opportunities to take 360-degree photos with the Olympics torch, according to a company statement.
With additional reports from Adage.com