Whiplash Team, July 19, 2024
Coca-Cola Olympic: the magic of hugs
As part of its campaign for the 2024 Paris Olympics, titled ‘It’s Magic When the World Comes Together’, Coca-Cola is launching a special edition of cans celebrating human connection, encouraging sharing and embracing. Additionally, for the first time, the brand is introducing reusable cans.
The Olympic Games have always been a golden opportunity for global brands to connect with their audience worldwide. Coca-Cola, a brand synonymous with joy and connection for over a century and an Olympic sponsor since 1928, knows how to do this better than anyone.
At the heart of Coca-Cola’s new campaign for the 2024 Paris Olympics, titled ‘It’s Magic When the World Comes Together’, is a powerful message of human connection.
The ad, featuring a series of hugs between people from diverse backgrounds and cultures, highlights how small actions can bring people together and create meaningful moments.
This approach is not accidental; it is carefully designed to resonate with the Olympic values of friendship, respect, and excellence.
Multichannel campaign
The ad portrays hugs as a universal gesture of affection and links Coca-Cola with the idea that it’s more than a beverage— a catalyst for special moments.
In addition to the ad, Coca-Cola is doing different promotional activities on social media and live events to engage consumers and encourage participation.
Campaign-related hashtags are already generating a significant amount of interaction. This demonstrates once again the brand’s ability to connect with its audience on a deep emotional level.
The company has also launched a special edition of cans celebrating the magic of hugs, symbolizing the unity and fraternity promoted by the Olympic Games. Through innovative design with a powerful message, Coca-Cola reinforces its brand image and core values.
The inspiration behind the design
The new Coca-Cola cans feature a unique design that allows two cans to “hug” each other, forming an embrace. This visual and tangible concept symbolizes unity and human connection, essential elements for both the Olympics and the Coca-Cola brand.
The campaign is aesthetically appealing and loaded with symbolism, aligning perfectly with the company’s mission to inspire moments of optimism and happiness.
According to the company, the idea stemmed from a desire to highlight the importance of human connection in an increasingly digitalized and disconnected world.
The Olympics, an event that brings together people from around the world in a spirit of friendly competition and camaraderie, provided the perfect stage for this initiative.
Packaging innovation: a step towards sustainability
In addition to the innovative design through this campaign, Coca-Cola is promoting sustainability by introducing reusable cans.
The new cans are visually appealing, made from recyclable materials and reusable. The company has noted that this initiative is part of its ongoing commitment to waste reduction and promoting sustainable practices throughout its supply chain.
By leveraging the global visibility of the Olympic Games, Coca-Cola is sending a clear message about the importance of sustainability and environmental stewardship.
This strategy reinforces the brand’s image as a leader in innovation and social responsibility and inspires consumers to adopt more sustainable habits.
Brand image: beyond a beverage
Coca-Cola’s Olympic campaign for Paris 2024 reinforces its commitment to sustainability and human connection and highlights its ability to stay relevant in a constantly changing world.
Over the years, Coca-Cola has managed its brand image to evolve without losing its essence. From its iconic logo to its advertising campaigns, the brand has adeptly adapted and connected with each new generation.
The use of reusable packaging and the emotive advertising campaign are perfect examples of how Coca-Cola continues to innovate while maintaining its core values.
Reaffirming purpose through advertising
The brand understands that to stay on top, it must go beyond being just a refreshing drink; it must be an integral part of people’s lives and a promoter of positive change in society.
Thus, with this campaign, the company is not only promoting its product but also a deeper message about the importance of human bonds.
The design of the hugging cans is a perfect metaphor for Coca-Cola’s mission: “To refresh the world and make a difference,” a message that has been a cornerstone of the brand for decades.
The power of Olympic partnership
Coca-Cola’s association with the Olympic Games is not new; it began in 1928 when the soft drink company sponsored the games held in Amsterdam.
Since then, each edition of the games has presented a unique opportunity for the brand to reaffirm its commitment to Olympic values and connect with a global audience.
The Paris 2024 Olympic Games are no exception. The current campaign leverages the games’ global platform to promote important messages of sustainability and social responsibility.
Furthermore, the visibility Coca-Cola gains as a major Olympic sponsor is invaluable. The brand benefits from its association with one of the most-watched events in the world, allowing it to reach millions of people and strengthen its global presence.
A winning combination
The synergy between Coca-Cola and the Olympic Games is a powerful combination that continues to bear fruit decade after decade.
The campaign for the Paris Games is a prime example of how a brand uses a global event like the Olympics to reinforce its purpose and key messages, inspiring millions of people in the process.
With its creativity and focus on human connection, Coca-Cola once again demonstrates why it is one of the world’s most beloved and respected brands.
