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Coke is offering consumers a chance to participate in the 2010 Olympic Torch Relay through its new Live Olympic campaign.
The effort launched yesterday with a national television spot called “Stars,” featuring a teenager walking through a residential neighbourhood at dusk. He watches house lights and street lights go out as more and more people join his trek. They end up on a hillside overlooking a brightly lit city which has a large blacked-out section shaped like a Coke bottle.
“When we all live active or live green, then we all live Olympic,” says the voiceover. “Live green or live active, and you could help carry the Olympic torch across Canada.”
The ad—along with accompanying packaging, delivery truck wraps and point-of-sale displays—directs people to iCoke.ca, where they can enter a contest to be one of 1,000 Coke torchbearers.
“We not only want to encourage Canadians to apply to carry the torch, we’re hoping to inspire Canadians to make a positive difference in their communities,” said Dave Moran, director of communications for Coke.
The campaign speaks to two issues: environmental stewardship and active living, said Moran. Company research revealed both were the top issues Canadian consumers wanted the company to address.
“All Coke products you can buy are made locally,” said Moran. “The Coke you buy in Canada is made in Canada. We have a global mandate to promote sustainable communities based on the theory that a sustainable company can only survive within sustainable communities.”
Four agencies had a hand in creating Live Olympic. MacLaren McCann created the television spot, while Cossette Media handled the media. Henderson Bas, which manages the iCoke website, was responsible for the campaign’s online components, and Toronto agency B-Street oversaw packaging and point-of-sale materials.
More television ads will be produced to run before the campaign ends in April.
