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Coca-Cola, the iconic Atlanta-based beverage giant and a steadfast supporter of the Olympic movement since 1928, has unveiled its vibrant marketing campaign for the 2024 Olympic and Paralympic Games in Paris, themed "Celebrate Everyday Greatness."
This initiative underscores Coca-Cola's commitment to adding sparkle to life's every moment, particularly during one of the most celebrated global sporting events.
Exclusive Beverage Sponsor with a Sustainable Twist
In a statement released Wednesday, Brad Ross, Coca-Cola's vice president of global sports and entertainment marketing and partnerships, announced the company's ambition to highlight the magic in daily triumphs, illustrating that moments of greatness can arise in the most ordinary situations.
As the exclusive non-alcoholic beverage sponsor, as per a press release, Coca-Cola will ensure its wide array of products, including soft drinks, Powerade, and Vitamin Water, are readily available to athletes, officials, and spectators throughout the Olympic spectacle. Notably, the company has planned an array of virtual and in-person activations in Paris, promising an immersive experience for global audiences.
Importantly, Coca-Cola has pledged to minimize its environmental impact during the Games. Initiatives include utilizing refillable bottles, adopting packaging made from recycled materials, and deploying electric, hydrogen, and biogas-powered vehicles to deliver products to competition sites and the Athletes' Village.
The Atlanta Journal-Constitution noted that these efforts emerge against the backdrop of increasing scrutiny over the environmental footprint of packaging materials, particularly plastic.
Team Coca-Cola: A Roster of Champions
Further invigorating its campaign, Coca-Cola introduced 26 athletes who will embody "Team Coca-Cola" during the Games. This diverse team, featuring American superstars like women's soccer icons Alex Morgan and Alyssa Naeher, track and field Olympic champion Athing Mu, and Special Olympics basketball player Daniel Smrokowski, will spearhead a global campaign reaching over 60 countries. This initiative emphasizes Coca-Cola's broad-ranging influence and dedication to inclusivity and celebrating diversity in sports excellence.
Coca-Cola's unwavering support for the Olympic Games, a tradition maintained since 1928, alongside its innovative approach to celebrating the beauty in everyday moments and a commitment to sustainability, reiterates its position as not just a beverage company but a global entity that champions human connection, environmental responsibility, and the joy found in the simple moments of life.
Photo: Coca-Cola Newsroom
