Coca-Cola wants consumers around the world to celebrate those little every day “gold” moments of triumph in its new Summer Olympics campaign.
With “#ThatsGold,” the Atlanta-based beverage giant, is hoping to convince fans that the spirit of achievement associated with the Games is not limited to the field, but alive in the goals they meet in day-to-day living.
And when you reach them, celebrate with a Coke.
“Gold is a feeling anyone can taste,” said Rodolfo Echeverria, vice president of global creative for the company said in an interview Tuesday.
For Coke, luring consumers to pick up its products is critical, especially as North American sales for soda — its best selling product — have struggled over the past decade.
The Olympics, one of the most-watched sporting events in the world, offers the company its largest audience as billions of eyes around the world watch.
The Games, which kick off in Rio in August, have come under scrutiny as some athletes have declined to participate because of fears of the Zika virus and experts have complained about pollution and infrastructure issues.
Peter Franklin, Coke’s group director of worldwide sports, said the company is aware of questions surrounding the Games, but that the company is fully committed.
“Yes, there will be issues, but we don’t see anything that will be insurmountable,” he said.
Social media will be a large component of Coca-Cola’s “ThatsGold” campaign. The company plans to convert a train stop into a hang out for teens and invite athletes and musicians to stop for photos, tweets and livestreams on Instagram, Snapchat, Facebook and other social media platforms.
Coke also will use commercials to build interest, including spots featuring gold-winning moments from U.S. swimming champ Nathan Adrian and Australian hurdler Michelle Jenneke.
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