Coca-Cola has launched a new global campaign titled “It’s Magic When the World Comes Together” ahead of the Paris 2024 Olympic and Paralympic Games. Announced on July 8, the campaign emphasizes cross-cultural connections anticipated at the global sporting event.
Central to the campaign is a commercial celebrating iconic Olympic and Paralympic moments. Olympic swimmers Tatjana Schoenmaker, Lilly King, Kaylene Corbett, and Annie Lazor feature in the advert, which highlights Schoenmaker’s record-breaking performance in the women’s 200m breaststroke at Tokyo 2020. Schoenmaker’s post-race hug with fellow swimmers embodies the unity and community spirit Coca-Cola aims to promote. “The Olympics have the power to unite everyone because we can all find something inspiring in every athlete’s story, whether it’s a story of success or disappointment,” she says.
As part of the campaign, Coca-Cola is releasing new designs for 33cl Coca-Cola Original Taste and Coca-Cola Sugar-Free cans. Created by French artists Laura Normand, Aurélia Durand, and Bruno Mangyoku, these “HUG” cans feature designs that come together when placed side by side. A special gold edition of the “HUG” can will be available exclusively at Carrefour. Coca-Cola plans to release 250 million collector cans in France throughout the summer.
In addition to the commercial and collector cans, Coca-Cola is running a competition from July 1 to September 8. Consumers who purchase two cans and scan the QR codes via the Coca-Cola app can win prizes, including a one-week trip for two to Barcelona and vouchers worth up to 100 euros. The competition involves scanning QR codes to accumulate points, with gold “HUG” cans offering more points.
The marketing campaign, which began on July 8, integrates multiple communication channels, including traditional and animated displays, digital media, and television. Unique experiences are also offered to consumers through QR codes on products and the Coca-Cola app. The app is available for users aged 16 and over.
Coca-Cola’s campaign aims to create memorable moments for fans by highlighting touching moments and offering interactive experiences. Through this initiative, Coca-Cola reaffirms its commitment to uniting people and celebrating their differences.