Coca-Cola Great Britain today launches a new outdoor campaign, which features the stars of the London 2012 Olympic Torch Relay City Celebrations, presented by Coca-Cola, as well as inspirational young people; the Coca-Cola Future Flames. The campaign aims to excite consumers ahead of the imminent London 2012 Olympic Torch Relay and the London 2012 Olympic and Paralympic Games.
The Future Flames that feature in the campaign are a group of specially selected, inspirational young people who are being rewarded by Coca-Cola for using their passions in areas like sport and active lifestyles, music and dance, and community and environment to spread happiness in their local communities, with the once in a lifetime chance to carry the Olympic Flame during the London 2012 Olympic Torch Relay – beginning on 19th May.
The 96 sheet creatives are live throughout the UK and will run for six weeks until 10th June. Alongside the Future Flames, the ads also feature a selection of the artists performing in the Coca-Cola London 2012 Olympic Torch Relay City Celebrations including Dizzee Rascal, Eliza Doolittle and chart-topping boy band, The Wanted.
James Eadie, Olympic Portfolio Director, Coca-Cola comments: “This new outdoor activity forms part of Coca-Cola’s Move to the Beat campaign, which aims to bring teens closer to the London 2012 Olympic and Paralympic Games by harnessing their passion for music. In uniting the Coca-Cola Future Flames with the stars of the London 2012 Olympic Torch Relay City Celebrations, these new creatives aim to engage and excite consumers ahead of the exciting summer of sport ahead by showcasing the best contemporary musical talent standing side by side with stars of the future.”
Dizzee, Eliza and The Wanted are all performing at Special City Celebrations, presented by Coca-Cola, to get everyone to Move to the Beat in celebration of Future Flames and London 2012 during the Olympic Torch Relay. Coca-Cola is helping the London Organising Committee and Local Authorities to bring music and celebration to every corner of the UK with 66 nights of celebrations during the Olympic Torch Relay, culminating in the Olympic Torch Relay finale concert in London’s Hyde Park – where all three acts are performing.
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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
About the Olympic Torch Relay Celebrations
Coca-Cola is helping the London Organising Committee of the Olympic and Paralympic Games (LOCOG) and host Local Authorities to bring music and celebration to every corner of the UK with 66 nights of celebrations during the Olympic Torch Relay. This comprises 61 Evening celebrations plus four Special City Celebrations and a finale concert in London’s Hyde Park presented by Coca-Cola. Each night will feature incredible performances from some of the nation’s best loved stars, including Dizzee Rascal, Emeli Sandé, Eliza Doolittle, Friendly Fires, General Fiasco, Katy B, Kids In Glass Houses, Labrinth, Little Comets, Loick Essien, Morning Parade, Mark Ronson, Rizzle Kicks, Tribes, The Wanted, Wombats, Wretch 32, You Me At Six and Young Guns.
The ballot for tickets for the Cardiff, Glasgow, Leeds or Birmingham City Celebrations is now closed.
To purchase tickets to the London Hyde Park finale, please visit http://www.ticketmaster.co.uk/coca-colacelebrations
Further details about the 61 Evening Celebrations, including how to attend are currently being finalised. More information will be available through www.london2012.com/olympictorchrelay nearer to the start of the Olympic Torch Relay.
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 part of this commitment, Coca-Cola has commissioned a Pavilion to celebrate the best of British youth.
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.
About Coca-Cola and the Olympic Torch Relay
The Coca-Cola Company’s first official involvement with the Olympic Torch Relay occurred with the introduction of the International Olympic Torchbearers Program, sponsored by Coca-Cola, for the Barcelona 1992 Olympic Games, a program that was reprised in Lillehammer in 1994. London 2012 marks the eighth time that Coca-Cola has served as a Presenting Sponsor of the Olympic Torch Relay including Atlanta (‘96), Nagano (‘98), Salt Lake City (’02), Athens (‘04), Torino (’06), Beijing (‘08) and Vancouver (‘10).
What is the Olympic Torch Relay?
The Olympic Flame is one of the enduring symbols of the Olympic Games, representing peace, unity and friendship. As it is carried around the UK for the Olympic Torch Relay it will bring the spirit of the Games to everyone.
Lit in Olympia, Greece, in a traditional ceremony, the Olympic Flame will be taken on a short relay in Greece before arriving in the UK on 18th May 2012.
On a 70-day journey across the UK, the Flame will be carried by 8,000 Torchbearers, generating excitement as it makes its way to London and the Opening Ceremony of the Games. The Flame will come within a one-hour journey for 95 per cent of the population of the UK – with entertainment, shows and concerts marking its arrival at each stop.
What is an Olympic Torchbearer?
Olympic Torchbearers will run one leg (approximately 300 metres) of the London 2012 Olympic Torch Relay, which takes place between 19th May and 27th July 2012.
Coca-Cola has awarded Torchbearer places to nominees who, in the opinion of a panel of judges, most deserve to carry the Olympic Flame.
About Move to the Beat
Move to the Beat™ is Coca-Cola’s campaign for the London 2012 Olympic Games. The Beat is a combination of the sounds of sports from athletes, music, London and Coca-Cola. Mark Ronson created the beat by fusing all those sounds together to create a track that will give young people across the world an opportunity to Move to the Beat of the London 2012 Olympic Games.