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  • Olympic Sponsors Profile: Coca Cola


    04/25/06

    <table align="right" border="0" cellpadding="5" cellspacing="0"><tbody><tr><td><table border="0" cellpadding="0" cellspacing="0" width="150"><tbody><tr><td colspan="2"><img src="/_images/articles/OldStories/CokePavillion_article.jpg"></td></tr><tr><td style="padding: 5px;"><span class="caption"><b>The Coca-Cola Pavilion in Turin (ATR)</b></span></td><td width="12">&nbsp;</td></tr></tbody></table></td></tr></tbody></table><i>This is one in a series of profiles on the worldwide sponsors of the Turin Olympics.</i><br><br>(ATR) The Olympic Torch Relay, a popular pavilion in the Turin sponsor village,and a philosophical motto, "Live Olympics" were all part of Coca-Cola's sponsorship activation for the Turin Olympics.<br><br>"More than 10 million people got to see the Olympic Torch Relay in Italy," Coke's marketing manager for the Olympics, Philipp Bodzenta tells Around the Rings. <br><br>"We think it was a huge success," says Bodzenta, discounting any downside over the protests that were a regular occurrence for the first time on a relay. <br><br>Bodzenta will be in Beijing this week to continue Coke preparations for the 2008 Games, which may include sponsorship of the Beijing relay.<br><br>Early results from Turin are positive for Coke. A Coke survey testing consumer awareness has rated Coke first among the Olympic sponsors, says Bodzenta. <br><br>In Turin during the Games, the Coca-Cola pavilion at the sponsor village in the city center was a major stage for the company's activation.<br><br>More than 100,000 visitors passed through the two-level pavilion that included a history of Coca Cola and the Olympics with artifacts and ephemera dating back to 1928, when Coke first sponsored the Games.<br><br>The second floor of the pavilion included a pin trading area and a retail shop for Coke souvenirs. <br><br>Two simulators alongside the pavilion gave visitors the chance to see what it was like to slide down a bobsleigh course. <br><br>Other activities at the pavilion included a series of award ceremonies to recognize Olympians and a small press center providing refreshments and shelter for the media.<br><br>Coke extended invitations for six young journalists to come to the Olympic City to write blogs from the Games. The reporters, in their 20s, came from Austria, Canada, China, and Germany. Bodzenta says the blogs were drawing 90,000 hits a day on the Coke website. <br><br>The Turin Olympics was the launching pad for a new motto for Coke's Olympic sponsorship, "Live Olympic". Meant to b<table align="left" border="0" cellpadding="5" cellspacing="0"><tbody><tr><td><table border="0" cellpadding="0" cellspacing="0" width="150"><tbody><tr><td colspan="2"><img src="/_images/articles/OldStories/BobSleighSimulator_article.JPG"></td></tr><tr><td style="padding: 5px;"><span class="caption"><b>One of the bobsleigh simulators at the Coke Pavilion. (ATR)</b></span></td><td width="12">&nbsp;</td></tr></tbody></table></td></tr></tbody></table>e more of a philosophical statement than a phrase to sell product, Live Olympic is meant to convey a message that "little things we can do for others can make the world a better place," says Bodzenta.<br><br>He says discussions are underway as to whether to carry the slogan forward to Beijing. He says Live Olympic has been "a good platform, internally and externally to show how much passion the Olympics can bring to people."<br><br>Coke chairman and CEO E. Neville Isdell launched the Live Olympic message last year at the Great Wall in China as part of Coke's announcement that it would sponsor the Olympics through the 2020 Games. At the most, the other worldwide sponsors have made commitments through the 2012 Games.<br><br>Isdell, along with other top Coke executives such as marketing president Mary Minnick and chief marketing officer Chuck Fruit, were in Turin to observe the company's Olympics activities firsthand. <br><br><b>Your best source of news about the Olympics is www.aroundtherings.com, for subscribers only.</b><br><br><br>