Coca-Cola Great Britain (CCGB) is celebrating its sponsorship of the London 2012 Olympic and Paralympic Games with the launch of a new TVC and outdoor campaign, featuring a selection of the Coca-Cola Future Flames. This latest instalment of the Move To The Beat campaign aims to excite consumers ahead of London 2012 and bring to life the spirit of the Olympic Torch Relay.
Set to first air on Monday 16th July, the new TVC features Coca-Cola Future Flames – inspirational young people who have been selected to run with the Olympic Torch – and showcases some of the moments of joy and celebration from the journey across the UK. Following on from the original Move To The Beat creative, featuring Mark Ronson and Katy B, the new spot is set to the soundtrack of the Anywhere In The World anthem, which harnesses teens’ passion for music - bringing them closer to London 2012.
Celebrating inspirational young people from across the UK, the six Future Flames featured in the new ad, aged between 18 and 26, were chosen to carry the flame for their positive contributions in their local communities. Rewarded with the once in a lifetime opportunity to be part of the Olympic Torch Relay, the Coca-Cola Future Flames, all use their passions in areas like sport and physical activity, music and dance, and the environment; spreading happiness across their local areas.
James Eadie, Olympic Portfolio Director, Coca-Cola Great Britain comments: “We’re thrilled to be unveiling our latest activity in the run up to London 2012 and the exciting summer of sport. This latest instalment brings together our activity as a Presenting Partner of the Olympic Torch Relay with our Move To The Beat campaign – celebrating our Future Flames’ remarkable achievements by not only carrying the flame for Coca-Cola but now also appearing in our new TVC.”
In support of the launch of the TVC, a colourful and visual representation of the campaign has also been created for visitors to the Olympic Park. Displayed on the main thoroughfare to the Olympic Park, the eye-catching design also celebrates some of the Coca-Cola Future Flames from the 70 days of the Olympic Torch Relay.
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Coca-Cola remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category.
In the latest 52 week period Coca-Cola trade mark has had a fantastic year with retail value sales growing by 7.5% to £614.5 million.The My Coke portfolio (which includes Coca-Cola, Diet Coke and Coca-Cola Zero) achieved sales of £1.073 billion in the last year, and growth of 6.8% in value and 3.2% in volume versus the previous year. Diet Coke sales stand at £469 million with value growth of 5.3% versus last year. Meanwhile, Coca-Cola Zero, which has been hailed as the biggest NPD launch in over 20 years, is now worth £63.3 million, and growth of 11.8% in value. (Nielsen Total Coverage 52 w.e 31.12.11) For more information about our Company in Great Britain, please visit our website at www.coca-cola.co.uk