Coca-Cola: China Beat - The sound of 1.3 billion voices

Celine Nikolakopoulou

In 2012 Coca-Cola, an Olympic sponsor, faced the challenge of stimulating Chinese consumers' interest and excitement in relation to the summer Olympic Games, since there was a risk that the London Olympics would feel remote and anti-climactic after the excitement for the Chinese when they were the host nation in 2008.

Coca-Cola: China Beat - The sound of 1.3 billion voices

Celine NikolakopoulouStarcom China

Campaign details

Brand owner: Coca-Cola ChinaAgency: Starcom ChinaBrand: Coca-ColaCountry: ChinaIndustry: Non-alcoholic, soft drinksMedia budget (USD): Over $20 millionChannels used: Branded content, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Newspapers, Online video, Outdoor, out-of-home, Packaging and design, Public relations, Social media, Sponsorship - event or property, Sponsorship - media, Television

Executive summary

In 2012 Coca-Cola, an Olympic sponsor, faced the challenge of stimulating Chinese consumers'...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands