Redefining Gold: Coca-Cola China 2016 Olympics Campaign

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Campaign details

Brand: Coca-ColaBrand owner: Coca-Cola Beverages (Shanghai) Ltd.Lead agency: McCann Erickson Guangming Ltd. Shanghai branchCountry: ChinaIndustries: Carbonated soft drinksMedia channels: Content marketing, Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Social media, Television

Executive summary

Coca-Cola redefines Olympic gold in China. What truly makes Olympic gold uplifting?

As the longest-standing official sponsor of the Olympic Games, and a global uplifting icon, Coca-Cola asked this question to Chinese teenagers in the summer of 2016, and closed the distance with the Olympic Games about to...

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