The Coca-Cola Company has just launched its North American campaign for the Olympic and Paralympic Games, expanding on the brand's global theme for Paris 2024, "Celebrate Everyday Greatness."
It features a diverse group of Olympic and Paralympic athletes, as well as hopefuls, from Team USA and Team Canada.
As part of the campaign, a new Coca-Cola commercial will be released, adding to existing ads promoting the upcoming Olympics from POWERADE and Core Power.
The campaign will also see cross-platform collaborations with NBCUniversal and CBC.
A promotion will let consumers enter a raffle for daily and grand prizes by scanning QR codes on the limited-time packaging of five different products:
- Coca-Cola Original Taste
- fairlife
- Core Power
- Minute Maid
- Powerade
- smartwater
Running through mid-August, prizes include Coca-Cola-themed merchandise, a Team USA meet and greet, and a week-long trip for two to Paris.
Coca-Cola Stars
According to the press release, the Coca-Cola Company is "the longest-running partner of the Olympic Games."
Entering its 96th year of having participated in every host city since 1928, Coca-Cola remains true to the tried-and-tested Olympics marketing strategy of pairing products with athletes competing in various categories, continuing its strong presence in the biggest global sporting event.
Team USA includes Alex Morgan, Alyssa Naeher, Anna Hall, Athing Mu, Brooke Raboutou, Bobby Finke, Jordyn Barratt, Katie Grimes, Katie Ledecky, Roderick Townsend, Sha’Carri Richardson, Simone Biles, and Tatyana McFadden.
Team Canada includes Aaron Brown, Kadeisha Buchanan, Maude Charron, Penny Oleksiak, and Sean McColl.
Some prominent faces will represent single brands, such as Katie Ledecky for Core Power and Simone Biles for POWERADE.
View this post on Instagram
Meanwhile, Coca-Cola announced on Wednesday that as a founding partner, it's extending its collaboration with the Special Olympics by another eight years, or until 2031.
The announcement was accompanied by an 83-second video titled "I believe in you," which stars Special Olympics medalists Taylor, Marco, and Bice.
"Special Olympics, much like Coca‑Cola, helps bring people together through sports, inclusivity, and celebration,” The Coca‑Cola Company Chairman and CEO James Quincey, who's also a member of the Special Olympics Board of Directors, said in a news release.
The Special Olympics is held every two years, with the 2025 Winter Games taking place in Turin, Italy, and the 2027 Summer Games in Santiago, Chile.
READ NEXT:
Coca-Cola Creations Releases Africa-Inspired Flavor
Editing by Katherine 'Makkie' Maclang
