Coca- Cola leveraged global Olympic Games sponsorship to win over Chinese teens, by redefining ‘gold’ as the moments we celebrate the people who support us, moments we can all share with a Coca- Cola. THAT’S GOLD turned every bottle of Coca- Cola into a ‘gold medal’ celebration everyone could share with personal supporters, Olympians and regular teens alike. We leveraged the unrivalled reach of product distribution as the key engagement touch point, creating an emotional sharing interaction for consumers around the packaging to drive sales, amplified with above the line advertising and major digital media and social partnerships, including real time Olympic marketing
In a year that Chinese Olympians performed less than expected in terms of gold medals, but surprised the world with their humanity and heart, the campaign struck a chord.
THAT’S GOLD was one of the most talked about campaigns that summer, and Coca- Cola sold 31 million more cases than Pepsi.