LONDON, Saturday 30 June 2012: Coca-Cola has today unveiled its range of Olympic and Paralympic Games pin badges, which are set to become future collector’s items as official mementos of London 2012.
The 182 exclusive pins feature fun designs that celebrate typically British traits and traditions including Routemaster buses, butlers, bulldogs, and umbrellas. There are intricate pins that depict famous London landmarks, as well as iconic moments in British popular culture. The collection also includes pins to commemorate the Olympic Torch Relay that is currently making its way across the country, and the special city celebrations that are being hosted by Coca-Cola as presenting partner.
As the presenting partner of the official Olympic and Paralympic pin trading centres since 1988, Coca-Cola is preparing for a summer of pin trading fever. Dubbed the unofficial spectator sport of the Games, thousands of people are expected to buy pin badges and millions are predicted to change hands.
Coca-Cola pins go on sale from today, and people can visit www.cokestore2012.co.uk to place their order for an authentic piece of Olympic and Paralympic Games history. Profits from Coca-Cola licensed merchandise sales, including pin badges, will be given to Coca-Cola’s charity partner StreetGames to help to bring sport to 110,000 young people in some of the most deprived communities in the UK.
Of Coca-Cola’s memorable designs, the four pins produced for the Opening and Closing Ceremonies of the Olympic and Paralympic Games are set to become highly prized collectors’ items as there will only be a limited number produced. A further three exclusive designs will only be available to buy at official Coca-Cola pin trading centres at Hyde Park and the Olympic Park.
All of Coca-Cola’s pin badges have been created by two inspirational young designers from Brighton and Hartlepool, continuing the company’s commitment in using its sponsorship of the London 2012 Olympic and Paralympic Games to celebrate and shine a light on the best of British youth – its Future Flames.
Tracy Martin, a leading expert on modern collectibles and a regular on ITV's This Morning, and BBC's Flog it!, predicts that official pins designed to celebrate London 2012 will become antiques of the future. She said:
“Not only are pin badges a great memento of the Games, trading pins is great fun and Coca-Cola’s pins will be collected and swapped for decades to come. Sets such as ‘Musical Jigsaw’ have been inspired by iconic moments in British popular culture from the 60s and 70s and are beautifully detailed. Pins created for the Opening and Closing Ceremonies are sure to become highly desirable in years to come and people should keep an eye out for these eye catching designs.”
Maxine Chapman, Director of Showcasing, London 2012 Olympic and Paralympic Project Team, The Coca-Cola Company, said:
“We know from previous Games that people love to collect and swap official pins. Our collection for London 2012 has been created by two incredibly talented young designers and they depict some wonderfully British themes that we hope will appeal to everyone. Pin trading is a great way of experiencing the magic of the Games and it’s a fantastic opportunity for people all over the UK to keep something that reminds them of what will be a once in a lifetime celebration of sport.”
Paul McGill, pin enthusiast and founder of website LondonPins.co.uk, said:
“As an avid sports fan and pin badge collector I am very excited that the Olympic and Paralympic Games is coming to my home city. I’ve been collecting and trading commemorative pins for the past ten years and it’s an excellent way to remember events, places and experiences. The most collectable pins are always the limited editions that capture the public’s imagination and interest for a subject. I hope that everyone who tries their hand at pin trading this summer has a great time. I'm looking forward to making many new friends and getting some great trades along the way!”
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For further information, please contact Blue Rubicon on behalf of Coca-Cola:
Fleur Wylie, Katie Gosden: 020 7260 2700 firstname.lastname@example.org or email@example.com
Notes to editors
Official Coca-Cola Pin Badges:
Individual Coca-Cola pin badges will be priced between £5 and £12. Pin sets can be bought for between £15 and £40 (Musical Jigsaw). All profits from pin badge sales will go to Coca-Cola’s charity partner, StreetGames.
Coca-Cola Olympic Torch Relay Move to the Beat
- The collection is inspired by the special City Celebrations being hosted by Coca-Cola to celebrate the Olympic Torch Relay
- A set of 5 pins feature designs for Cardiff, Glasgow, Leeds, Birmingham and London’s Hyde Park
- Available immediately
Coca-Cola Typically British
- A collection inspired by quintessentially British traits and traditions
- The set of 9 pins depicts Routemaster buses, umbrellas, butlers, tea pots, bulldogs and the much-loved red British post box
- Available to order from mid June
Coca-Cola London Landmarks
- The collection is inspired by iconic London buildings
- A set of 8 detailed pins including depictions of Buckingham Palace, Westminster Abbey, Piccadilly Lights and the Tower of London
- Available to order from mid June
Coca-Cola Musical Jigsaw
- A collection inspired by the UK’s vibrant musical heritage from the 60s and 70s
- 5 pin badges that include a miniature drum set, amp, acoustic guitar, keyboard and electric guitar
- The 2nd and 4th pins in the Musical Jigsaw set are highly collectable as they are only available to buy as part of the set of 5
- Available to order from mid July
Coca-Cola Music & Sport
- A collection of 8 pins that have been inspired by the official Coca-Cola anthem for London 2012 – Mark Ronson featuring Katy B’s Anywhere in the World
- The musical track celebrates Coca-Cola’s global campaign for London 2012 – Move to the Beat – a campaign that aims to connect young people to the Olympics by fusing their passions for sport and music
- Available to order from mid July
Additional information on our pin designers Stuart Langley and Julia Zeen:
Stuart Langley, 30, Hartlepool
"I couldn't have dreamt a year ago that I would be working with Coca-Cola on the Olympic Games - it's a once in a lifetime opportunity."
Stuart graduated four years ago and since then has done a variety of different types of design work - from posters, flyers and web design to being the Art Director for Middlesbrough Fashion Week. Stuart's work was spotted by Coca-Cola last year, when he was asked to work on a top secret project, which eventually resulted in him being commissioned to design the Olympic pins alongside Julia Zeen.
The fusion of music and sport is a key theme in Coca-Cola's Olympic sponsorship, and Stuart loved the challenge of creating pins that incorporated these two elements in unexpected ways, as well as maintaining elements of 'Britishness', given that the Olympics are being held in his home country. Originally from Darlington and still based in the local area, Stuart is delighted that he has been asked, as it demonstrates that people from all over Britain, not just London, can play a part in the Olympic Games.
"I enjoyed creating pins that would make people smile and generate conversations with new people. Hopefully my designs will encourage people to get out there and have fun with pins! It's been an amazing experience designing Coca-Cola's Olympic pins. I get a real kick out of being part of the legacy that Coca-Cola and the Olympics is creating - and it's incredible to think that some of my designs could be sold as vintage pieces of history in years to come."
Julia Zeen, 30, Brighton
Julia, 30, has been in the design industry since 2004, when she graduated from Brighton University with a degree in illustration. Julia has been based in Brighton ever since, designing posters and flyers for friends, which eventually grew into a business, and has now led to work as a web designer.
Like Stuart, Julia was originally spotted by Coca-Cola to work with them on a top secret project, which subsequently led to a commission to work on the Olympic pin designs.
Julia was keen to get really creative with the brief of fusing music and sport in her pin designs, and the concept of movement, present in both music and sport, provided Julia with a challenge - ensuring there was a feeling of movement in her designs, in order to link these key elements.
Julia has also loved taking London, and the quirky nature of the British, as inspiration for her designs - a regular visitor of London, Julia looked to both landmarks and all things stereotypically 'British' for her designs.
"It's amazing to be a part of something that will only come around once in my lifetime. My friends and family are all really excited for me, and I'm hopeful that this project, with its huge audience, will lead on to lots of exciting things in the future. I love the fact that my pin designs will bring people from all different countries and backgrounds together in order to trade and take part in this craze."
Coca-Cola and Pin Trading Fast Facts
1. Pin trading has taken on near-monolithic proportions at the Olympic and Paralympic Games
2. Pin badges are often given as tokens of friendship or gratitude, and various types of ceremonial Olympic pins have been around since the modern Olympic Games were established more than a century ago
3. Coca-Cola’s pin trading centres were first launched at the Calgary 1988 Olympic Winter Games, and have been among the favourite and most-commonly recognised public attractions at the Olympic and Paralympic Games ever since
4. Olympic lapel pins today are inspired by a wide range of categories including sports, nations, teams, official emblems and mascots, host cities and countries, sponsors, official media, and ‘countdown days’
5. The first Olympic pins – actually cardboard disks – were originally designed as colourful badges to identify athletes, officials and the news media for the first modern Olympic Games, at Athens in 1896
6. The Great Depression greatly reduced the number of spectator pins available to the public at both editions of the 1932 Olympic Games
7. More than 1 million souvenir pins were sold to the public from 1933 to 1936, to help underwrite both the 1936 Olympic Winter Games in Garmisch-Partenkirchen, Germany, and the Olympic Games that same year in Berlin. Among today’s most-sought-after pins are those from the Berlin Games
8. Ten thousand people per day swarmed a makeshift area set up across from the Los Angeles Coliseum to buy, sell and trade pins at the Los Angeles 1984 Olympic Games
9. During the Olympic Games in Barcelona, the number of guests at Coca-Cola pin trading sites exceeded 500,000 and enthusiasts traded more than 2 million pins
10. Approximately 1.5 million people visited Coca-Cola’s two main Coca-Cola Official Olympic Pin Trading Centres in Atlanta in 1996
About Coca-Cola Future Flames
Coca-Cola is using its sponsorship of the London 2012 Olympic Games to shine a light on the best of British youth by recognising, rewarding and inspiring the young people who use their passions to help make Britain Burn Brighter. As a Presenting Partner of the Olympic Torch Relay, we are rewarding those who have made a positive contribution to their local communities and the environment with a once in a lifetime opportunity to carry the Olympic Flame.
As the OTR draws to a close and the Games begin, Coca-Cola will bring together hundreds of inspirational Future Flames to create spectacular moments of celebration within the Olympic Park itself. It has commissioned two emerging architects to design The Coca-Cola Beatbox, an innovative and interactive pavilion that will celebrate British youth by fusing their passion for sport and music. Young people from London boroughs will be given the chance to dance and perform throughout the Olympics and Paralympics and 45 youngsters from disadvantaged communities will be given once in a lifetime paid for jobs as part of Coca-Cola’s partnership with grassroots sports charity, StreetGames.
About Coca-Cola and the Olympic Movement
The Coca-Cola Company has been continuously associated with the Olympic Games since 1928 – longer than any other corporate sponsor of the Olympic Movement. The Company works with National Olympic Committees in more than 200 countries to help athletes train and compete. More than 90 percent of Coca-Cola’s investment in the Olympic Games is directed to athlete development and to assist in staging the Games. Products of The Coca-Cola Company refresh athletes, volunteers, officials and spectators during the Olympic Games. The Coca-Cola Company is the exclusive nonalcoholic beverage provider to the Olympic Games through to 2020.