COCA-COLA GOES FOR GOLD IN RIO 2016 OLYMPIC GAMES WITH GLOBAL #THATSGOLD CAMPAIGN

• The Coca-Cola Olympic Station: For the first time in its Olympic Games history, Coca-Cola will create an official ‘must see’ hang out for teens in Rio where they can experience and engage with the Olympic Games on their terms. Located in the new heart of the city and Official Rio Live Site, Praca Maua, this hang out will give fans the chance to experience #ThatsGold in a number of ways, from innovative tech activities to headline events with their idols. The space will mix athletes, music artists and influencers, allowing them to create and share their gold moments across social networks, all while tasting the feeling of a Coca-Cola.
• #IssoÉOuro/#ThatsGold Experience: Within the Olympic Park, The Coca-Cola experience, a visually stunning activation, will include ice-cold Coca-Cola in commemorative gold aluminum bottles, a celebration of the Olympic Torch Relay (including a photo with the torch), highlights of the long-standing partnership between Coca-Cola and the Olympic Games, and a pin trading and retail experience.
• Global Influencers: To spread #ThatsGold across the world, Coca-Cola has enlisted a selection of global influencers, including: Australian superstars Cody and Alli Simpson, Canadian actress and fashion blogger Allie Evans, and British YouTuber Jake Boys. The influencers are creating a series of content that defines what #ThatsGold means to them and encourages their social media followers to celebrate their own gold moments.
• Coletivo: The Rio 2016 Olympic Games will see the Coletivo Coca-Cola project extended further through Coletivo Events; a training program for young people from Rio de Janeiro’s favelas that aims to empower people from these communities through work.  During the Olympic Games, Coca-Cola will employ young people from the initiative and train them to work within hospitality, venue operations and experiential roles, giving them valuable work experience and a once-in-a-lifetime chance to be part of the Rio 2016 Olympic Games in their home city. Now #ThatsGold.

Historic Partnership

The Rio 2016 Olympic Games marks 88 years of partnership between The Coca-Cola Company and the International Olympic Committee and the Olympic Movement.  “As an Olympic sponsor since 1928, we believe the Olympic Games are a force for good that unite people through a common interest in sports, and we have seen first-hand the positive impact and long-lasting legacy they leave on the communities of the host nations,” said Echeverria.  “We support the core values of the Olympic Movement – excellence, friendship and respect – and are proud to continue our role in helping to make the Olympics a memorable experience for athletes, fans and communities all around the world.”