Yao Ming at the pin launch wearing a shirt with Coke's Beijing brand graphics. (ATR)(ATR) Basketball star Yao Ming and champion hurdler Liu Xiang lent their star power to the launch of the first Coca-Cola Olympic “Bird’s Nest steel” souvenir pin at midnight on 08-08-07 in front of a group of VIPs and media.
The pin is made from leftover steel from the National Stadium construction site.
“These unique pins represent the perfect union between the physical materials used to build the flagship Olympic stadium and the spirit of the 2008 Beijing Games,” says Douglas Jackson, president of Coca-Cola’s China business unit.
Coke put on a glitzy presentation to reveal the pin at a venue adjacent to the National Stadium.
More than 300 members of the Chinese media attended. Everyone received one of the pins – a limited edition of 1,000.
VIPs on hand included Stu Cross, Coke vice president; David Brooks, head of Coke’s Olympic program for Beijing; Scott McCune, Coke vice president; Peter Franklin, Coke Olympic executive and Yuan Bin, marketing chief at BOCOG.
“Our Yao and Liu put the “Birds Nest” pin on each other. (ATR)Olympic programs aim to capture the excitement and fervor of the people of China as they gear up to this historic Olympic event,” says president and CEO of Coke Pacific Group Glenn Jordan.
Advertising strategies leading up to the Games will include a worldwide television ad starring Ming and American basketball player LeBron James.
The company also promises the largest outdoor advertising presence ever seen in China. Ads featuring Coke and its “Star Team” brand ambassadors will appear in half of Beijing’s public transport advertising spaces beginning this month.
The company’s strategy for 2008 is building a legacy in China.
Fireworks and confetti began the one year to go celebrations for the Beijing Olympics. (ATR)
“[W]hat is it about our Olympics activation that's going to survive the Olympics and is going to make a difference beyond August 2008? And the principal legacy has got to be the consumer view of our brands,” Paul Etchells, deputy president of Coca-Cola Pacific tells American media.
Per capita consumption of Coke products in China doubled between 2002 and 2006.
Coca-Cola is an Olympic TOP sponsor as well as a partner in the 2008 torch relay.
Festivities for the one-year countdown to the Games continue throughout Wednesday, finishing with a ceremony at Tiananmen Square where Jacques Rogge will dispatch Olympic invitations to the athletes of the world.
Your best source for news about the Olympics is www.aroundtherings.com, for subscribers only.
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