SPORTS MARKETING

Coke’s Paris Olympics brand campaign embraces our differences

By our African Marketing Confederation News Team | 2024

Ahead of 2024 games, Coca-Cola unveils ‘emotive’ and ‘unifying’ campaign showcasing the power of sport to foster cross-cultural connections.

A scene from Coca-Cola’s new Paris Olympics brand film. Photo: Coca-Cola

With the two high-profile international soccer tournaments – Euro 2024 and Copa America 2024 – now behind us, the attention of sports fans and sports marketers now turns to the upcoming Paris Olympic Games, which opens on 26 July.

Coca-Cola is, as ever, one of the biggest advertisers and brand marketers around this iconic sporting event, which will grab the attention of people around the world until 11 August.


The brand recently unveiled what it says is an “emotive, unifying campaign showcasing the power of sport to embrace our differences and foster cross-cultural connection” as athletes and fans gear up for Paris 2024.

A hug, which is a universal gesture of acceptance and inclusion, is the creative centerpiece of the new multi-channel campaign, which aims to embody the concept ‘It’s Magic When the World Comes Together’. 

A brand film created by Coca-Cola draws inspiration from iconic moments of coming together between competitors at past Olympic and Paralympic Games.

The story starts with a nod to Tokyo 2020, where swimmers Lilly King, Kaylene Corbett and Annie Lazor embraced Tatjana Schoenmaker after her world record-breaking 200m breaststroke performance.

Inspired by the touching moment

Then the storyline moves to the present and, as the foursome embrace in a packed Paris 2024 arena, a lady in the crowd sipping a Coca‑Cola is inspired by the touching moment and feels compelled to do the same.

She embraces a vendor in the stands, sparking a ripple effect around the stadium, the streets of Paris and the world.

“Our differences are what make us unique, but when we come together, that’s when the ‘Real Magic’ happens,” explains Islam ElDessouky, Global Head of Creative Strategy and Content for Coca Cola Trademark.

“Sports rivals embrace differences as a mindset. Olympic athletes train hard for four years with the goal of winning the gold. So, when you see them hugging, it’s a truly powerful symbol of human connection.”

Schoenmaker, who represents South Africa, says the Olympic Games have “the power to unite us because we can all find something inspirational or something we can relate to in each athlete’s story, whether it is a story of success or of disappointment”.

King adds: “It gives the world a chance to realise that no matter where we come from, we are all human. It is a true ‘love thy neighbour’ experience for everyone across the world.”

The Coca‑Cola Company is a Worldwide Partner of the Olympic and Paralympic Games, and Presenting Partner of the Paris 2024 Olympic Torch Relay.\

 

You can watch the Coca-Cola Paris Olympics brand film here.

View all articles »
author avatar
Rozanne
See Full Bio
0
    Your Cart
    Your cart is emptyReturn to Shop
    Continue Shopping

    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.