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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.
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