Coca-Cola's Ad Blends Gold Moments for #ThatsGold Campaign
Hayley McGlone — July 16, 2016 — Special
References: adweek
Building on the 'Taste the Feeling' campaign Coca-Cola has added the #ThatsGold campaign to its Olympic advertising. The campaign features gold moments of both Olympic athletes and normal people experiencing everyday moments. The TV and print ads will feature 79 Olympic athletes from 23 countries.
The ads draw parallels between the emotional high of winning Olympic gold and the gold moments experienced by people in everyday life. Ivan Pollard who is SVP Strategic Marketing at Coca-Cola said, "This year's campaign is special because it's not about watching someone win a gold medal, it's about watching their face when they do."
Coca-Cola is also sponsoring the Olympic Torch Relay and is releasing commemorative cans and bottles with Olympic athletes being featured. Coca-Cola is celebrating its 88th year as an Olympic Sponsor. The #ThatsGold campaign beautifully blends the Olympic and everyday gold moments.
The ads draw parallels between the emotional high of winning Olympic gold and the gold moments experienced by people in everyday life. Ivan Pollard who is SVP Strategic Marketing at Coca-Cola said, "This year's campaign is special because it's not about watching someone win a gold medal, it's about watching their face when they do."
Coca-Cola is also sponsoring the Olympic Torch Relay and is releasing commemorative cans and bottles with Olympic athletes being featured. Coca-Cola is celebrating its 88th year as an Olympic Sponsor. The #ThatsGold campaign beautifully blends the Olympic and everyday gold moments.
Trend Themes
1. Emotional Marketing - Emphasizing the emotions and feelings attached to a product can be a disruptive innovation opportunity for marketers who can create powerful advertising campaigns.
2. Nostalgia Marketing - Using nostalgia to tap into people's memories of the past can be a disruptive innovation opportunity for marketers who can create effective advertising campaigns.
3. Event Sponsorship - Brand sponsorship of prominent global events such as the Olympics can be a disruptive innovation opportunity for businesses who want to increase brand visibility and reach new audiences.
Industry Implications
1. Beverage Industry - Promoting a lifestyle through beverage products and associating them with positive emotions can be a disruptive innovation opportunity for brands in the beverage industry.
2. Marketing Industry - Using groundbreaking advertising methods that appeal to the emotional needs of consumers can be a disruptive innovation opportunity for businesses and professionals in the marketing and advertising industries.
3. Sports Industry - Sponsoring major sporting events and creating experiential marketing campaigns around them can be a disruptive innovation opportunity for brands in the sports industry looking to gain global recognition and popularity.
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