Coca-Cola unveiled its global campaign “It’s Magic When the World Comes Together” on July 8, celebrating the intercultural connections that will be created during Paris 2024. The campaign presents its 360° communication plan.
Ahead of the 2024 Olympic and Paralympic Games in Paris, Coca-Cola unveiled its new global campaign on July 8: “It’s Magic When the World Comes Together.” Featuring Olympic swimmers Tatjana Schoenmaker, Lilly King, Kaylene Corbett and Annie Lazor in a commercial celebrating the cross-cultural connections that will be made during the Games. It’s a major campaign as Coca-Cola shares its 360° plan filled with… hugs.
A “truly magical” advertising film
Building on its 96-year history with the Olympic Movement, Coca-Cola has created a 360° campaign to highlight the power of sport to unite people and celebrate differences. The advert is inspired by iconic moments of coming together at past Olympic and Paralympic Games: from the 12 swimmers who embraced during the 4x100m relay at the Tokyo 2020 Olympic and Paralympic Games… to Olympic bronze medallist John Wing who wrote to the International Olympic Committee to request that all athletes be allowed to enter the stadium together for the Closing Ceremony in Melbourne 1956, a powerful symbol of global unity.
In Coco-Cola’s new commercial, human connections are at the centre, featuring champion swimmer Tatjana Schoenmaker hugging athletes Lilly King, Kaylene Corbett and Annie Lazor after breaking the world record in the women’s 200m breaststroke at Tokyo 2020. “The Olympics have the power to unite everyone because we can all find something inspiring in every athlete’s story, whether it’s a story of success or disappointment.”declares Tatjana Schoenmaker.
Read also: (Map) Locations of marketing activations during the Paris 2024 Games
The “HUG” collector cans
In addition to the commercial, the “It’s Magic When the World Comes Together” campaign will also come to life through four new designs on the 33cl cans of Coca-Cola Original Taste and Coca-Cola Sugar Free, which will be available throughout the summer in participating points of sale.
Three French artists, Laura Normand, Aurélia Durand and Bruno Mangyoku, have imagined these new designs to illustrate two hands that come together when two cans are put together and placed side by side. A golden series of the golden “HUG” Collector can will also be available at Carrefour only, available in the Coca-Cola Original Taste version.
In total, 250 million collector cans will be available in France.
A competition to travel to Barcelona
Consumers who purchase two cans will then have the opportunity to enter a competition between July 1 and September 8 to try to win unique gifts and experiences via the Coca-Cola app, including an epic week-long trip for two to Barcelona, a former Olympic city, and vouchers worth up to €100 each.
To play, consumers are invited to scan the QR code of the first can and then the second can to assemble them inside the dedicated game on the Coca-Cola application. Dedicated points will then be collected allowing consumers to participate in the competition based on points acquired. Note that the golden “HUG” can earns more points.
Read also: Coca-Cola offers the opportunity to carry the Olympic Flame of Paris 2024
A major marketing campaign
The marketing campaign therefore began on July 8, 2024, with classic and animated displays as well as digital (online video, display, influence and paid social) and television. Unique experiences will be offered to consumers throughout the campaign: at participating points of sale, via QR codes of Coca-Cola products, in the Coca-Cola application, downloadable for free and accessible to consumers aged 16+. With this campaign, Coca-Cola is evolving the way it engages its consumers, putting immersive experiences at the heart of its initiatives, whether digital or physical.
Source: www.e-marketing.fr
