Coca Cola’s Global marketing Campaign #ThatsGold makes fans into active participants for the Olympic games. Taking “Taste the feeling” campaign idea further Coke has woven a visually appealing montage of earlier Olympics footage, to emotionally connect with fan encouraging them to share their Gold moments. “Gold is a feeling anyone can taste,” said Rodolfo Echeverria, vice president of global creative at The Coca-Cola Company. “This creative draws a parallel between the gold moments these amazing athletes experience at the Olympics and the everyday moments of joy and uplift we all share with friends and family while drinking a Coca-Cola. From passing an exam, to getting your dad’s car keys for the first time, to celebrating a friend’s birthday — anything can be a gold moment as long as it’s spontaneous and authentic.”
Featuring celebrated moments from the earlier Olympic games footage, #ThatsGold is an extension of One Brand Strategy for Coke bringing out, products Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life, with a unique storytelling approach. The campaign featuring print ad and Outdoor is being rolled out in 50 countries. The Video creative comprises of three video vignettes produced in partnership with NBC will feature 20 Olympians including Morgan, Eaton, McFadden, Manzano, Liukin and Adrian. The Video vignettes feature narratives and clips from the Athletes, that bring out the feelings of winning a Gold, marking a # ThatsGold moment.
User generated content as a key engagement tactic, for the photo contest, is aimed at instilling a sense of participation with the Teens to share their #ThatsGold moment. The brand is counting on the campaign for activation for the variants. “The Rio Olympics are a huge milestone activation for us this year,” said Ivan Pollard, senior vice president of strategic marketing, Coca-Cola North America. “In addition to #ThatsGold, five of our stills brands – POWERADE, Minute Maid, vitaminwater, ZICO and Core Power – are partnering with select athletes on their own campaigns. This is perhaps our biggest-ever portfolio play at the Olympics… we look forward to seeing the value each brand will get from our association with the IOC and USOC.”
Coca-Cola is going with an Influencer marketing and consumer activation focus. According to the Press release, “Coca-Cola Olympic Station in Rio’s Praca Maua neighbourhood will serve as an official hangout for teens to experience the Games on their terms with live music, athlete appearances, high-tech activations and, of course, ice-cold Coca-Cola. The renovated train depot also will house the Coca-Cola Rio 2016 newsroom, where a hand-picked group of global and bloggers and social media influencers will partner with Coke’s real-time marketing team to create and distribute Games-time content that defines what #ThatsGold means to them.”