• by Aaron Baar , May 12, 2008

When you've been an Olympics partner for 80 years, it's never too early to start promoting. With three months before the 2008 Olympic Andy games officially begin, Coca-Cola is uncapping its promotional efforts with limited-edition packaging, online efforts and athlete showcases. 

"With these Olympics expected to be one of the largest in history, we really wanted to do something about bringing the world together," Coca-Cola representative Susan Stribling tells Marketing Daily. "It was a great opportunity because it was a first for us, and it really underscored the idea of bringing the world together over a Coke."

First, the company will showcase its global reach with cans and fridge packs showing the logo--one of the most recognized in the world--in different languages, including Thai, Mandarin, English, Ethiopian and Russian. The company's 20-ounce bottles will also feature labels with multiple languages. The labels, marking the first time Coca-Cola has offered its signature script in different languages in the U.S., will hit store shelves May 19.

"We knew we wanted to focus on the idea of the connective role of Coke, and [different language labels] was the idea that rose to the top," Stribling says. "The Olympics are everywhere around the world. Coke is around the world. It seemed like a great way to reinforce those ideas."

Meanwhile, the company has contracted six U.S. athletes to appear on limited-edition packaging and on point-of-purchase displays in stores. The athletes--swimmer Natalie Coughlin, taekwondo fighter Steven Lopez, runner Sanya Richards, basketballer LeBron James, triathlete Andy Potts and gymnast Shawn Johnson--will also serve as "Ambassadors of Active Living," encouraging people to lead active, balanced lives.

"That's something that's really important to us, sharing the importance of all our brands and the importance of balanced living," Stribling says. "Athletes--with the goals they achieve and the training they do--reinforce the importance of living a balanced lifestyle."

In addition, five of those athletes (minus James, who was busy in the NBA playoffs) have filmed vignettes to air on NBC to raise awareness of the partnership. They will join a rotation of ads to run during the Games, including a spot touting Coca-Cola's 80-year history with the Games.

Online, the Atlanta-based company has set up Mycoke.com, where visitors can design their own Coke bottle, learn more about the athletes and enter a sweepstakes to win a snowboarding trip with 2006 Olympic silver medalist Gretchen Bleiler. The site will also feature the work of 16 Chinese artists and musicians who created limited-edition bottle designs and companion songs.

"Music is such an important way for teens to connect with each other," Stribling says. "The Olympics aren't just about sports, they're about communities coming together."