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Rodolfo Echeverría of Coca-Cola: We’re eager to bring to life #ThatsGold in Rio de Janeiro and around the world
Liz Unamo| 14 de julio de 2016
La campaña, liderada por Ogilvy Brasil, muestra a los atletas que participan en las olimpíadas
Coca-Cola unveiled its marketing proposal for the Rio 2016 Olympics with theirs #ThatsGold campaign. “For Coca-Cola the gold moments are made of special sensations -rejoicing, refreshing, sharable-, all moments that make us feel good like the sensation of drinking an ice-cold Coca-Cola. We’re eager to bring to life #ThatsGold in Rio de Janeiro and around the world” said Rodolfo Echeverría, VP Global Creative at Coca-Cola. The concept leaded by Ogilvy & Mather Brazil -that will be release this month in 50 countries- includes commercials and a series of graphics for print and abroad media, which features Olympic athletes of all around the world in everyday situations. Among them are the American swimming champion Nathan Adrian, the Australian hurdler Michelle Jenneke, and the British athlete Jodie Williams. In line with the worldwide recent creative campaign Siente el sabor (Feel the flavor), the images used here show authentic and real golden moments on the podium and out of it with a Coca-Cola, a Light/Diet Coke, a Coca-Cola Zero or a Coca-Cola Life. The TV spots focus on the gold moments that happen on the podium or out of it during the Olympic Games. For the first time in the history of the Olympic Games, Coca-Cola will create an “unmissable” official center for teenagers in Rio de Janeiro where they can experience and participate the Olympics in their own terms.
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