Coca-Cola Champions Inclusivity & Connection in 2024 Olympics Campaign
Bring two cans together, scan and win prizes
In a strategic move to underscore unity and acceptance, Coca-Cola has launched its Summer Olympics campaign centered on the theme of hugs. This gesture, portrayed as a universal symbol of inclusion, comes at a time when global political tensions are running high.
‘It’s Magic When The World Comes Together,’ aims to celebrate the essence of human connection and inclusivity at the Paris 2024 Olympic and Paralympic Games. This global initiative underscores Coca-Cola’s iconic hug motif, aiming to demonstrate the unifying power of sport.
Campaign Inspiration and Key Moments
The campaign draws inspiration from iconic instances of unity at past Olympics, such as the heartfelt hugs shared by swimmers during the 4x100m relay at the Tokyo 2020 Games and the memorable gesture by Olympic Bronze Medalist John Wing, who advocated for athletes to come together at the Closing Ceremony of the 1956 Melbourne Games.
Central to the campaign is a brand film featuring swimming champion Tatjana Schoenmaker. The ad revisits her embrace with fellow athletes Lilly King, Kaylene Corbett, and Annie Lazor, following her record-breaking performance in the 200m breaststroke at Tokyo 2020. This emotive scene is set against the backdrop of Paris 2024, sparking a ripple effect of hugs among spectators and beyond.
How It Differs
This campaign is notably distinct from those of the past two Olympics, where physical contact was minimized due to COVID-19 concerns. The current emphasis on inclusion and affection among sports rivals and strangers is particularly poignant given today’s socio-political climate. Host nation France, along with the UK and the US, is navigating politically contentious periods, adding to public unease. Coca-Cola’s initiative seeks to mitigate this anxiety by fostering a sense of togetherness through its “Real Magic” brand platform.
It’s magic when the world comes together
Expansive Campaign Elements
The ‘Real Magic’ moments of the campaign are amplified through various mediums, including out-of-home advertising, dynamic digital content on social media, immersive experiences, and unique Coca-Cola can designs. These cans feature illustrations of one half of a hug, completing the embrace when paired with another.
Innovative Digital Engagement and Can Design
Supporting the TV commercial is dynamic digital content that brings real-time hugs from Paris to the world, shared across social media channels. The special-edition Coca-Cola cans, when paired, create an embrace, offering consumers a chance to win prizes and exclusive merchandise.
In collaboration with French artists Laura Normand, Aurelia Durand, and Bruno Mangyoku, Coca-Cola has also launched unique can designs exclusive to France. These designs, reflecting the campaign’s theme, are highlighted through out-of-home, social media, and point-of-sale activations.
Islam ElDessouky, Global Vice President of Creative Strategy & Content at The Coca-Cola Company, comments, “Our differences make us unique, but when we come together, that’s when the ‘Real Magic’ happens. We aimed to embody that spirit across all touchpoints, making the Coca-Cola hug a symbol for Paris 2024 and engaging fans dynamically.”
Islam ElDessouky, Global Vice President of Creative Strategy & Content at The Coca-Cola Company, comments:
Our differences make us unique, but when we come together, that’s when the ‘Real Magic’ happens.
When Olympic athletes, who train rigorously with the aim of winning gold, come together in a hug, it symbolises a profound human connection.
We aimed to embody that spirit across all touchpoints, making the Coca-Cola hug a symbol for Paris 2024 and engaging fans dynamically.
Check out the ad in full below: