Coca-Cola launches Olympic torch campaign
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Coca-Cola has launched a multimedia campaign to promote its sponsorship of the London 2012 Olympic torch relay.
The “Future Flames” activity celebrates the talent and work young people have done to improve their local area.
The campaign encourages viewers to nominate “young people doing positive things in their communities”. Winning nominees will carry the Olympic Flame in the London 2012 Olympic Torch Relay next summer.
Cinema and TV ads, created by Mother, feature 19-year-old British actor Thomas Turgoose running though urban landscapes with a torch. They also show “inspiring young people” that “bring happiness” to their local areas through sport, music and dance, community and the environment.
Outdoor, digital, experiential and PR activity will back the ads. A radio campaign featuring advertorials and interviews with athletes and celebrities supporting the campaign will run on “youth focussed” Global and Bauer radio stations.
YouGov Insight:
Coca-cola
· 68% of UK adults drink Coca-Cola (or variants like Diet Coke) while 42% drink Pepsi (or variants).
· Coca-Cola/Coke is easily the world’s biggest soft drinks brand, but the company behind it can now claim an astounding portfolio of 500 brands and ’3,300 beverages’.
· Coca-Cola’s maximum consumer penetration in the UK reaches over 80% among younger men and women and has a similar rate across the social grades.
