Rio 2016 Sponsor Profile

TOP Sponsor — Coca-Cola
Non-Alcoholic Beverages

TOP Sponsor - Coca-Cola

Coke’s #ThatsGold global marketing campaign celebrates “gold” moments for both Olympic athletes and fans.

In particular, the campaign aims to make the Olympics more approachable to teens and Millennials, portraying athletes as young people who enjoy having fun with friends.

In tying together multiple Coke products, the campaign follows the company’s one-brand marketing strategy, which unites all four Coke trademark brands under the “Taste the Feeling” campaign.

TV Ad Support

Coke has created two TV commercials featuring footage from past Olympic Games mixed with images of top athletes from around the world enjoying “gold” moments in their sport and everyday life. The spots have accompanying print ads that feature 79 Olympic athletes from 20-plus countries. This campaign will be executed in 50 countries. The goal of this campaign is to connect the Coke brand with the feeling of winning gold, whether that be on the Olympic podium or in celebration of life’s everyday successes.

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Digital/Social Leveraging  

Coke will use its website and social platforms to promote events such as the Torch Relay, Coca-Cola Olympic Station, the #ThatsGold Experience, and other strategic initiatives. The company also is working with global social influencers to create unique content that describes what gold means to them.

Coke’s U.S. extension of the campaign includes three video vignettes produced in partnership with NBC featuring six U.S. Olympic Team athletes. The clips are narrated by the athletes and feature images and video footage that share the emotion behind their favorite #ThatsGold moments. A fourth clip features Coca-Cola athletes issuing a call to action to viewers to share their own #ThatsGold photos and videos on social media.

On-Site Activation/Presence

Coke will have a variety of on-site activations in Rio.

Coke is the presenting sponsor of the Olympic Torch Relay, which has traveled throughout Brazil on a 95-day journey to build excitement for the games.

In order to reach a younger audience, the company has created the Coca-Cola Olympic Station, which is intended to be a “must-see” and “official” hangout for teens. A renovated train depot, the site includes live music, athlete appearances and high-tech elements. It also houses the Coca-Cola Rio 2016 newsroom, where a group of global bloggers and social media influencers will partner with Coke’s real-time marketing team to create and distribute content that defines what #ThatsGold means to them. The influencers – Australian stars Cody and Alli Simpson, Canadian actress and fashion blogger Allie Evans, and British YouTuber Jake Boys – will encourage their followers to celebrate their own “gold” moments on social media. The Olympic Station is open to the public and does not require a ticket to an Olympic event.

A #ThatsGold (#IssoEOuro) Experience is located within Olympic Park and will showcase Coke products in commemorative gold aluminum bottles. It also includes a celebration of the Olympic Torch Relay (including photo opportunities with the torch), highlights of the long-standing partnership between Coca-Cola and the Olympic Games, and a pin trading and retail experience.

Promotions

To allow Coke consumers to have a chance to experience the thrill of winning gold, Coca-Cola conducted a promotion through May 15, 2016 allowing fans to purchase any Coke product, register their purchase and enter to win one of three trips to the Rio 2016 Games. Secondary prizes included $1,000 Visa Gift cards raffled every day.

Athlete Partnerships

U.S sponsored athletes includes five Olympic champions and one Paralympic champion.

These athletes are being featured on limited edition Coke, Diet Coke, and Coke Zero packaging and cans with silhouette images of the athletes performing in their specific sport: Alex Morgan (soccer); Nathan Adrian (swimming); Ashton Eaton (track & field); Tatyana McFadden (Paralympic track); Leo Manzano (track & field); and Nastia Liukin (gymnastics).

In addition, five of Coca-Cola’s still beverage brands are activating the TOP sponsorship with athlete promotions in the U.S. Done in part to raise the profile of these brands, each partnership is being supported with unique integrated marketing campaigns.

  • Vitaminwater has teamed with soccer star Megan Rapinoe for a “Be a Tryathlete” program
  • Minute Maid is working with swimmer Missy Franklin on a #doingood campaign
  • ZICO coconut water has paired with David Boudia (diving) and Ali Krieger (soccer) as brand ambassadors for its “What’s Inside Is Everything” campaign
  • Powerade is telling the stories of Claressa Shields (boxing), Lopez Lomong (track & field) and Shakur Stevenson (men’s boxing)
  • Core Power protein shakes has enlisted gymnast Simone Biles for its “Everyday Awesome campaign

Additional Notes

Coke is extending its Coletivo Coca-Cola project, a community-development and job-training program in Brazil, through Coletivo Events—a training program for young people from Rio de Janeiro’s favelas. During the Games, Coca-Cola is employing young people from the initiative to work within hospitality, venue operations and experiential roles.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Atos
Bridgestone
Coca-Cola
Dow
GE
McDonald’s
Omega
Panasonic
Procter & Gamble
Samsung
Visa

USOC Sponsors

Click on the logos below of the most noteworthy U.S. Olympic Committee sponsors to see the public-facing sponsorship activations of each sponsor.

24 Hour Fitness
AT&T
BMW of North America
BP
Budweiser
Chobani
Citi
DeVry University
Dick’s Sporting Goods
Hershey
Kellogg
Liberty Mutual Insurance
Milk Life
Nike
TD Ameritrade
United Airlines

Rio 2016 Organizing Committee Sponsors

Click on the logos below of the most noteworthy Rio 2016 Games sponsors to see the public-facing sponsorship activations of each sponsor.

Bradesco
Claro
Embratel
Nissan

Return to Rio 2016 Olympic Sponsorship Insights

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