Coca-Cola has been an Olympic partner in one form or another for 88 years. In the run-up to the Summer Olympics in Rio, the company has unveiled a comprehensive marketing and advertising plan around “gold moments” and titled #ThatsGold.
“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,” says Rodolfo Echeverria, vice president of global creative, The Coca-Cola Co. “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 Rio de Janeiro and around the world.”
The campaign, using the hashtag #ThatsGold, includes global TV spots, out–of-home, the Coca-Cola Olympic Station, a first in its Olympic Games’ history and the Coca-Cola Experience in Olympic Park. On social, many of the campaign elements are coming to life, not only on Twitter, but also Instagram and Vine. Get all the details here.
Watch one of the recent #ThatsGold YouTube videos: