There are more frequent discussions throughout the world now about the brands that should and perhaps shouldn’t sponsor sport.
“More than 1.25 million children involved in sports programs across Australia are being exposed to “unhealthy” messages from the food and drink companies that sponsor them, a study has found,” a July 13 Sydney Morning Herald article began.
But Coca-Cola is a Rio Olympics sponsor. It has been an Olympics sponsor since 1928. And Ogilvy & Mather Brazil has launched its global Olympics campaign. (David Miami assisted on versions of the spot created for North America.) The ads will air in 50 countries.
The campaign is spearhead by two commercials, Gold Actions and Gold Feelings, that explore the meaning of Gold using a montage of footage of 79 athletes from 23 countries (which the ad names) and everyday Taste the Feeling Coke moments. The new campaign is an extension of that wider campaign, which began in January this year.
The Olympic campaign has borrowed the Taste the Feeling tagline and anthem, but adds the hashtag, #ThatsGold.
“There are so many gold moments that happen off the podium. It’s about day-to-day, simple pleasures that are all about joy and uplift, whatever is a special moment that you’ll share with friends and family, and celebrating our relationships with the Olympians, too. We’re trying to position Coca-Cola as a simple pleasure that makes moments more special,” said Rodolfo Echeverria, global vice president, creative and connections at Coca-Cola, in Coke’s statement.
To make the ad, Coke shot new footage of 24 athletes and secured the rights to use stock footage of at least 55 more. Local markets will get to tailor their own ads, prioritising their own or their most popular athletes.
The TVCs are supported by a heavyweight outdoor component featuring shots of Olympians that were taken in two separate photo shoots, one in Los Angeles for US athletes and another in Barcelona for global athletes.
There will also be two large experiential ad events in Rio – one at Olympic Park, the other in the Praca Maua area of Rio. Here, Coke is hosting what it calls The Coca-Cola Station for people who might not have tickets, especially teenagers. Its 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, Coke said in its statement.
Coke has several young influencers under its wing to spread Olympics moments across social media. They include Australian singer, Cody Simpson, and his 18 year old sister, Alli; YouTube stars the, Jake Boys; Canadian actress, Allie Evans and Brazilian social media star, Lucas Rangel, who has 2.7 million Instagram followers.
Credits:
Agency: Ogilvy & Mather Brazil
Chief creative officer: Anselmo Ramos
Creative director: Rafael Donato
Production company: Anonymous Content
Director: Omri Cohen
Music company: Avicii Music AB
Performers: Avicii feat Conrad
