Coca-Cola today unveiled its London 2012 Olympics marketing plan, with an integrated campaign called "Move to the Beat" that's inspired by the sounds, spirit and culture" of the host city, and also extends and reinforces its global campaign to engage teens through music.
The centerpiece of the 2012 campaign: Grammy award-winning producer Mark Ronson is creating an anthem with flame-haired British singer Katy B that "fuses the sounds of Olympic sports with the beat of London music."
The song will be released following a feature-length documentary showing how Ronson met with five young athletes to "record their songs, which provide the beat" of the track.
The goal of Move to the Beat is to engage the world's youth in the Olympic Games and in sports in general. "The number one passion point for teens is music," stated Shay Drohan, SVP of Sparkling Beverages at The Coca-Cola Company. "Through Move to the Beat, Coca-Cola is inspiring teens around the world to move to the beat of London and come together in the biggest Olympic Games activation in our 84-year partnership."
"I've been able to do something really unique, meeting these remarkable athletes and recording their sounds to use in this song. It's exciting to be working with Coca-Cola on the Move to the Beat campaign for London 2012," said Ronson.
Five young Olympic hopefuls will act as ambassadors for the Move to the Beat campaign: Darius Knight, 21, table tennis player from Great Britain; David Oliver, 29, an American hurdler; Maria Espinoza, 23, a Mexican taekwondo athlete; Kseniya Vdovina, 24, a Russian sprinter; and Dayyan Jaffar, 17, an archer from Singapore.
The elements of the campaign, which invited participants with a teaser (above), according to the press release:
Coca-Cola Presents: The London Beat Documentary — How do you capture the sound of sport? This behind-the-scenes look at the creation of the Coca-Cola anthem takes viewers around the world to answer that question. The 60-minute film (by Mother London) follows Ronson's journey across five countries and four continents to meet with each of the athletes and record the sounds of their sports in their hometown.
Advertising — The global television commercial featuring Mark Ronson, Katy B and all five Olympic hopefuls will demonstrate the fusion of music and sport against a London backdrop. The spots will air from early 2012, and expand on the "Future Flames" campaign that Coca-Cola launched this summer.
Global Activation — The campaign elements will be activated globally across multiple platforms including mobile, digital and in-store communications. Through text messaging, mobile Web and revolutionary apps, Coca-Cola will empower a new generation of Olympic Games fans to create, interact and share the musical beat of the Olympic Games anytime, anywhere. Limited edition Coca-Cola packaging will bring the movement and the energy of the Olympic Games to life in stores around the world.
Sustainability — A key element of the activation is Coca-Cola's Live Positively commitment to make a difference in the world. Coca-Cola is committed to leaving a lasting legacy of sustainability for the London 2012 Olympic Games. At all London 2012 venues, Coca-Cola products will be served in 100% recyclable packaging and every empty bottle recycled at the venues will be turned back into a new bottle. (More details in the video below.)
Another element of Live Positively is the brand's commitment to providing support to grassroots sporting initiatives. Coca-Cola encourages active participation in sport and charitable activities in association with organizations like StreetGames and Rockcorps, to provide a positive impact on the health and wellbeing of communities all over the world.
"As the longest continuous supporter of the Olympic Games, Coca-Cola is committed to using our Olympic Games sponsorship to encourage consumers to be part of the Olympic Games experience and become more active," said Drohan.