Coca-Cola to unite teens for Olympics
London, October 2, 2011
Coca-Cola has unveiled its global integrated campaign for the London 2012 Olympic Games, Move to the Beat, aligned with the vision to inspire the youth of the world.
The ambition of 'Move to the Beat' is to bring teens closer to the Olympic Games and to sport in general. Harnessing teens’ passion for music and drawing inspiration from London’s musical heritage, the campaign fuses London music with Olympic sport to connect young people to London 2012.
“The number one passion point for teens is music,” said Shay Drohan, senior vice president of sparkling beverages at the Coca-Cola Company. “Through Move to the Beat, Coca-Cola is inspiring teens around the world to move to the beat of London and come together in the biggest Olympic Games activation in our 84-year partnership.”
'Move to the Beat' will consist of a number of elements including a music anthem – an uplifting anthem created by Grammy award-winning producer Mark Ronson and chart-topping vocalist Katy B. Ronson travelled around the world gaining inspiration for the track and meeting young athletes to record their sounds, which provide the beat of the song.
The making of the song will be captured in a feature-length documentary, before being released as a single worldwide. It will provide the soundtrack for TV commercials, mobile and digital platforms and Coca-Cola events during the Olympic Games.
“I've been able to do something really unique, meeting these remarkable athletes and recording their sounds to use in this song,” said Ronson.
Five young Olympic hopefuls will act as ambassadors for the campaign. Each inspirational athlete was chosen because they embody the values of positivity and optimism that are at the heart of Coca-Cola and the Olympic movement.
Each athlete worked closely with Ronson to provide the unique sounds of their sport for inclusion in the anthem. The athletes will be featured in advertising, interactive digital and mobile apps with Coca-Cola following their journey up to, during and after the Olympic Games.
The London beat documentary is a behind-the-scenes look at the creation of the Coca-Cola anthem. The 60-minute film follows Ronson’s journey across 5 countries and 4 continents to meet with each of the athletes and record the sounds of their sport in their hometown.
The global television commercial featuring Ronson, Katy B and all five Olympic hopefuls will demonstrate the fusion of music and sport against a London backdrop. The spots will air from early 2012.
The campaign elements will be activated globally across multiple platforms including mobile, digital and in-store communications. Through text messaging, mobile Web and revolutionary apps, Coca-Cola will empower a new generation of Olympic Games fans to create, interact and share the musical beat of the Olympic Games anytime, anywhere.
Limited edition Coca-Cola packaging will bring the movement and the energy of the Olympic Games to life in stores around the world.
A key element of the activation is Coca-Cola’s Live Positively commitment to make a difference in the world. At all London 2012 venues, Coca-Cola products will be served in 100 percent recyclable packaging and every empty bottle recycled at the venue will be turned back into a new bottle.
Another element of Live Positively is the brand’s commitment to providing support to grassroots sporting initiatives. Coca-Cola encourages active participation in sport and charitable activities in association with organisations like StreetGames and Rockcorps to provide a positive impact on the health and wellbeing of communities all over the world.
“As the longest continuous supporter of the Olympic Games, Coca-Cola is committed to using our Olympic Games sponsorship to encourage consumers to be part of the Olympic Games experience and become more active,” said Drohan. – TradeArabia News Service