• by Tanya Gazdik , July 14, 2016

The Coca-Cola Company is launching a multi-brand effort for the Rio 2016 Olympic Games, including a series of video vignettes produced in partnership with NBC.

Themed #ThatsGold, the campaign will come to life in the U.S. through a slate of Olympic and Paralympic athletes.The four videos showcase some of their happiest and proudest moments on and off the podium.

The effort includes six brands — Coca-Cola, Powerade, Minute Maid, Core Power, ZICO and Vitaminwater — and features Olympians Missy Franklin, David Boudia, Megan Rapinoe and Simone Biles. 

Two TV spots, print and out-of-home will feature famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world, including USA swimming champion Nathan Adrian, Australian hurdler Michelle Jenneke and rising Great Britain athlete Jodie Williams. 

The campaign, which rolls out this month in 50 countries, also includes a series of print/outdoor ads showcasing more than 20 Olympians from around the world. Spending was not disclosed.

Limited-edition packaging featuring silhouette-style images of the athletes on Coca-Cola and Coke Zero packaging will be available through August.

In the lead-up to the Games, Coca-Cola has been the presenting partner of the Olympic flame on its 95-day journey through Brazil as part of the Rio 2016 Olympic Torch Relay. Nearly 2,000 Coca-Cola torchbearers are helping the flame reach the most remote and diverse corners of Brazil, chosen based upon the inspiring work they have done in their communities.

Once the Olympics are underway,  Coca-Cola will create an official hangout for teens in Rio where they can experience and engage with the Olympic Games on their terms. It will include tech activities and the space will mix athletes, musicians and influencers.

The Olympic work, which was co-led by Coca-Cola marketing teams in Atlanta and Rio, “democratizes” the Olympic experience and portrays the Games in a more approachable way to teens and Millennials, says Rodolfo Echeverria, vice president of global creative at The Coca-Cola Company.

“We’ve taken a slice-of-life approach to portraying these Olympians not only as incredible champions, but as young people who enjoy spending time and having fun with friends as much as we do,” Echeverria says in a release. “They will see their heroes performing on an out-of-this world level, but then say, ‘Hey, he or she looks like my friend.’”

Ogilvy & Mather Brazil is the lead agency on the Olympic campaign. The Miami office of David assisted on versions of the work that will appear in North America.

Within the Olympic Park, an activation called “The Coca-Cola experience” will distribute Coca-Cola in commemorative gold aluminum bottles, a celebration of the Olympic Torch Relay (including a photo with the torch), highlights of the 88-year partnership between Coca-Cola and the Olympic Games, and a pin trading and retail experience.

Finally, to spread the #ThatsGold hashtag across the world, Coca-Cola has enlisted a selection of global influencers, including Australian superstars Cody and Alli Simpson, Canadian actress and fashion blogger Allie Evans, and British YouTuber Jake Boys. The influencers are creating a series of social media content focusing on what #ThatsGold means to them.