After 90 years of continuous support, Coca-Cola has once again been sponsoring the Olympic Torch Relay, refreshing Olympic athletes, officials, volunteers and spectators with its beverages and engaging consumers with exciting activities during the Olympic Winter Games PyeongChang 2018.
The Olympic Winter Games PyeongChang 2018 mark an important milestone in The Coca-Cola Company’s continued support of the Olympic Movement. Since 1928, when an enterprising bottler had a thousand cases of Coca-Cola shipped to Amsterdam to sell at the Olympics, Coca-Cola has been a part of the Games. Since then, the company has become the longest continuous partner, with a consistent presence at the Games: a 90-year association that continues to thrive.
“In 2018, as The Coca-Cola Company celebrates an unprecedented 90th year of partnership with the Olympic Movement, we couldn’t be more excited in spreading the Olympic message in all corners of the world,” said Ricardo Fort, Vice-President of Global Sports Partnerships at The Coca-Cola Company. “We are also proud of once again playing an important role being part of the Olympic Torch Relay. Through our local activation, millions of South Korean fans have experienced the magic of the Games. We are pleased to write another memorable chapter in Olympic history at the Olympic Winter Games PyeongChang 2018.”
Olympic Torch Relay
As a Presenting Partner of the PyeongChang 2018 Torch Relay, Coca-Cola held a nationwide Olympic torchbearer recruitment campaign from March to May 2017 to ignite public attention for the coming Games and participation in the Olympic Torch Relay. For the 101 days of the Olympic torch’s journey across all Korean cities and towns, the Coca-Cola caravan and sampling vehicles engaged the public and generated excitement and enthusiasm for the start of PyeongChang 2018.
Starting with the Olympic Games Barcelona 1992, Coca-Cola has supported 11 Olympic Torch Relays, helping to recruit more than 16,000 torchbearers and activating on-route for over 700 days, while also connecting with hundreds of millions of spectators “live”.
Athletes’ experience at PyeongChang 2018
Upon arrival at the Olympic Village, athletes received a customised Powerade Squeeze bottle with their NOC’s colours. In both Olympic Villages, Coca-Cola is also hosting the Coke Lounge – a place where athletes can relax and unwind while enjoying a Coca-Cola.
Olympic experiential (Olympic Park & Plaza)
A 15-metre high Coca-Cola giant vending machine and “photo cubes” provide photo opportunities for spectators in the Olympic Park and Plaza respectively, while some visitors can also enjoy a Coca-Cola gift and beverage samplings. In addition, Coca-Cola provides a “warming station” where visitors can find some reprieve from the cold.
Coca-Cola giant vending machine (Seoul)
For those unable to join the Games fever at the Olympic venues, the Coca-Cola giant vending machine at Hongdae – an area of Seoul popular with young people – provides a unique Games-themed activation in the Korean capital, offering various experiences linked to Coca-Cola’s PyeongChang 2018 campaign theme, “Together as One”.
Coca-Cola water replenishment programme
As a sustainability partner of the Olympic Winter Games PyeongChang 2018, Coca-Cola – together with the PyeongChang 2018 Organising Committee and other stakeholders – is leading a water replenishment programme around the Olympic venues to help to improve biodiversity and to protect the local habitat by building sustainable water resources.