ATLANTA -- Coca-Cola is tapping into the joy and inspiration of the Vancouver 2010 Olympic Winter Games with the launch of a multi-faceted Olympic Games-themed program in the United States targeting supermarkets, convenience stores and mass retailers.
Dubbed "Open the Games; Open Happiness," the campaign is anchored by a group of high-profile U.S. Olympians and U.S. champions, known as the Coca-Cola "Six Pack" of athletes, limited edition Olympic Games-themed packaging, media and digital experiences.
Currently hitting retail sites are limited edition, Coca-Cola Olympic [image-nocss] Games-themed collectible cans and FridgePacks featuring silhouettes inspired by some of the most popular Olympic Winter Games sports, such as figure skating, ice hockey, speedskating and snowboarding.
An additional commemorative can featuring a contemporary interpretation of the Inukshuk, the symbol of the Vancouver 2010 Olympic Winter Games, will be released closer to the opening of the games. Additional packaging includes 20-ounce Coca-Cola bottles, multipacks and 2-liter bottles, with a new silhouette appearing every two to three weeks. More than 700 million cans will be on store shelves throughout January and February.
"The dedication to active living and amazing athletic performances of our 'Six-Pack' of athletes served as inspiration for these Coca-Cola Olympic Games-themed collectible cans," said Katie Bayne, chief marketing officer, Coca-Cola North America.
The new Coca-Cola global Olympic TV commercial, "Snowball," which debuted during the season premiere of American Idol, aims at sparking spontaneity and fun as people from all over the world come together and engage in a high-energy game. Additionally, a series of four 15-second spots promoting the Coca-Cola Olympic Games-themed collectible cans and two 30-second vignettes featuring the Coca-Cola "Six-Pack" of athletes and cans will run on NBC during primetime Olympic Winter Games programming.
During the Opening Ceremony on Feb. 12, viewers will see a special commercial that celebrates the 80-year partnership between Coca-Cola and the Olympic Games. The spot features uplifting, historical footage of Olympic athletes receiving their medals backed by the voiceover, "If you've had a Coke in the last 80 years, you've had a hand in making every Olympic dream come true."
Coca-Cola also is partnering with NBC as an exclusive sponsor of Team USA on NBCOlympics.com and NBCOlympics mobile.
The Coca-Cola Co., Atlanta, has been an Olympic Games partner since 1928 and is the longest continuous corporate supporter of the "Olympic Movement." The company works with National Olympic Committees in more than 200 countries to help athletes train and compete. More than 90% of the Coca-Cola system's investment in the Olympic Games is directed to athlete development and to assist in staging the games.
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