Beverage giant Coca-Cola is celebrating its 80-year partnership with the Olympic Games with special limited-edition packaging that place Winter Olympics silhouettes on six packs and fridge packs of Coke in U.S. retail stores.
The cans feature silhouettes inspired by some of the most popular Winter Olympics sports, including figure skating, speed skating, snowboarding and hockey, and are available in supermarkets and convenience stores right now. Another collectible can, displaying a contemporary interpretation of the Inukshuk, the Inuit stone marker that serves as the symbol of the Vancouver Winter Olympics, will be released close to the start of the games.
The packaging campaign will include special editions of 20-ounce Coca-Cola bottles, 2-liter bottles and multipacks, with a new silhouette appearing on these units every two to three weeks. All told, more than 700 million special-edition Olympics cans will be on store shelves in January and February, according to Coca-Cola North America.
Online, Coca-Cola will partner with NBC as an exclusive sponsor of Team USA on the official Web site and the NBCOlympics mobile site. Visitors to those sites will find a custom content section, “NBC Olympic Cheer Presented by Coca-Cola,” that encapsulates the celebrations and good feelings surrounding the Winter Games. Mobile visitors will be able to download an app that plays sounds reminiscent of the Vancouver Games experience (air horns, cowbells) as well as the sounds of Coke (ice clinking, drink pouring, and the first sigh of satisfaction.)
Coca-Cola will also be the exclusive sponsor of NBC’s Winter Olympics “Primetime Challenge”, an interactive game that allows TV viewers to take part in trivia games, live polls and athlete profiles synced to the live action of the games.
The MycokeRewards.com loyalty program site will also let registered members redeem rewards points for Olympic apparel and other merchandise. Visitors will earn bonus points when U.S. athletes win medal competitions during the games. And MycokeRewards.com will offer a mobile site that mirrors the content found on the Web, along with downloadable wallpapers of the sports silhouettes from the collectible cans.