The world’s focus is currently on Rio, which is hosting the 2016 Olympics Games. In continuing with their long association with the Olympics, Coca-Cola has launched their #ThatsGold campaign globally.
The #ThatsGold campaign was conceptualised by Oglivy & Mather Brazil and David. It features 70 Olympic athletes from 23 countries – one video is made up of a montage of the athletes’ faces when they won a gold medal, interspersed with uplifting moments from everyday life. Take a look:
The campaign also focuses on Points of View from several athletes:
#ThatsGold builds on Coca-Cola’s already existing ‘Taste the Feeling’ campaign.
“There are so many gold moments that happen off the podium. It’s about day-to-day, simple pleasures that are all about joy and uplift, whatever is a special moment that you’ll share with friends and family, and celebrating our relationships with the Olympians, too. We’re trying to position Coca-Cola as a simple pleasure that makes moments more special,” said Rodolfo Echeverria, global vp, creative and connections at Coca-Cola.
“There’s something that’s so powerful about the Olympics. It brings together experiences of mutual understandings, friendships, solidarity, togetherness, inclusion and equality,” said Ivan Pollard, svp, strategic marketing at Coca-Cola. “This year’s campaign is special because it’s not about watching someone win a gold medal, it’s about watching their face when they do. It’s exactly the same feeling you have when you teach your children to ride a bicycle, or when your son graduates from college.”
Coca-Cola has been an Olympic sponsor since 1928.