Coca-Cola global Olympics campaign to feature Mark Ronson

Mark Ronson: signs up to Coca-Cola's Olympic campaign (picture credit: Chris Hakkens)
Mark Ronson: signs up to Coca-Cola's Olympic campaign (picture credit: Chris Hakkens)

Coca-Cola's global marketing campaign to support its sponsorship of the London 2012 Olympic and Paralympic Games will feature a track by Mark Ronson, which the brand hopes will create a legacy with the youth market.

The campaign, created by Mother, hopes to engage teenagers and young people with the games by enlisting pop-producer and DJ Mark Ronson to create the ad's official soundtrack, which will "invite people to London".

It will run across TV, supported by mobile, in-store and digital activity.

Coke hopes the campaign will, if successful, be used beyond next year's games.

The campaign focuses on five little-known Olympic athletes: GB table tennis player Darius Knight; US hurdler David Oliver; Russian sprinter Kseniya Vdovina; Singapore archer Dayyan Jaffar and Mexican taekwondo martial artist Maria Espinoza.

Ronson's track, called "Move to the beat", takes recordings of the athletes playing their individual sports and features London artist Katy B on vocals.

The ad is expected to air in March or April next year in the UK and will be rolled out across international markets when the Games kick-off in London.

It will be pre-empted by the release of an hour-long documentary in February next year, which follows Ronson over a six-month period as he travels to each of the five athletes' home countries to record them.

James Eadie, head of Olympics, Coca-Cola GB, told Marketing that "London won the Games from the point of view as a legacy for youth and using music is a way of really delivering that, making the games relevant for youth across London and across GB."

Eadie said the impact of Coca-Cola's involvement with the Games would be "measured in years".

He said: "We can't measure success of being a host market of 2012, it's got to be the long-term impact on legacy, our standing in the community, the future flame campaign and how we’re helping Locog land a legacy for youth across GB".

Sanjay Guha, marketing and Olympics director, Coca-Cola Northwest Europe and Nordics (NWEN), said the other "dimension" to the legacy of the campaign is the company's sustainability efforts.

He said: "All our packages are recyclable. Everything consumed on the Olympic park will be converted into bottles, and we will have about 80 million bottles created within six weeks of the Games."

Coca-Cola's recycling efforts, Guha said, have already begun in the UK, with the installation of more than 250 recycling bins in London, in which up to a tonne of recyclable materials are deposited each day.

Coca-Cola said the full details of the campaign will be released next year. It is aiming to build on its current Future Flames campaign, but would not comment on the creation of new or special edition products for the Olympics.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Mark Zuckerberg lookalike turns to therapy in WeChat ad
Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps