Locally, Coca-Cola will feature Bahamian Olympic swimmer Arianna Vanderpool-Wallace in its global #ThatsGold campaign. The campaign features famous gold moments from previous Olympic Games and the faces of the most famous athletes from around the world, including Vanderpool-Wallace. (Photo: Caribbean Bottling Company)
As the clock ticks down to the opening ceremony of the Rio de Janeiro Olympic Games, Coca-Cola has its eyes set on celebrating gold - but not just the gold found on top of the world's most elite sports podium. In the 88th year of a special partnership, Coca-Cola will celebrate with fans across the world, the gold feeling that comes from accomplishing something great, however simple, in an everyday moment.
"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 Cara Douglas, marketing manager of Caribbean Bottling Company, local producer of Coca-Cola. "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 The Bahamas and around the world this summer."
#ThatsGold, which is rolling out around the world, will come to life through global television and print campaign 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, including The Bahamas' Arianna Vanderpool-Wallace.
In line with the recent "Taste the Feeling" global creative campaign, the images featured in the global creative, depict authentic, real gold moments on and off the podium with a Coca-Cola, Diet Coke or Coca-Cola Zero. The television advertisements center on the gold moments that happen both on and off the podium during the Olympic Games.
Additionally, 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. By the time the torch arrives in Rio de Janeiro, the flame will have been carried by over 12,000 people, having visited 320 cities, covering 20,000 kilometers (km) on land, and over 16,000km by air. Nearly 2,000 Coca-Cola torch bearers are helping the flame reach the most remote and diverse corners of Brazil, chosen based upon the inspiring work they have done in their communities, for embracing positivity and for the gold spirit with which they bring people together.
The Bahamas is one of more than 50 markets activating #ThatsGold globally. The campaign will come to life through an integrated marketing program that incorporates an elite group of athletes, and the general public. Here in The Bahamas, you can see pieces of the campaign in the local food stores, and also #ThatsGold pop-up activations, billboards, television advertisements and social media activities.
The Rio de Janeiro Olympic Games marks 88 years of partnership between the Coca-Cola Company and the International Olympic Committee (IOC) and the Olympic Movement.
"As an Olympic sponsor since 1928, we believe the Olympic Games are a force for good that unite people through a common interest in sports, and we have seen first-hand the positive impact and long-lasting legacy they leave on the communities of the host nations," said Douglas. "We support the core values of the Olympic Movement - excellence, friendship and respect - and are proud to continue our role in helping to make the Olympics a memorable experience for athletes, fans and communities all around the world."
The 2016 Summer Olympics will get under this Friday and run through August 21, in Rio de Janeiro, Brazil.
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