Coca-Cola Launches Olympic Campaign

Coca-Cola has unveiled its “Move to the Beat” campaign for the London 2012 Games that will be led by renowned music producer Mark Ronson.

The campaign is designed to promote the Olympics and sport generally to teenagers by focussing on teenagers’ love of music. Ronson, together with chart-topping singer Katy B, will create a new song by that will feature a fusion of sounds of Olympic sport.

London-born Ronson travelled around the World in search of inspiration for the song. He met young athletes and recorded the sounds of them competing to provide the beat for the tune.

The single will be available worldwide next year and will provide feature in television commercials, mobile and digital platforms and Coca-Cola events throughout the 2012 Games.

Ronson said: “I’ve been able to do something really unique, meeting these remarkable people and recording their sounds to use in this song. It’s exciting to be working with Coca-Cola on the Move to the beat Campaign for London 2012.”

Five of the athletes who were recorded for the song  will feature in the Coca-Cola advertising campaign and act as ambassadors for Move to the Beat. The young athletes involved will be: British table tennis player Darius Knight, United States sprint hurdler David Oliver, Russian 400 metre runner Kseniya Vdovina Singaporean archer Dayyan Jaffar, and Mexican taekwondo star Maria Espinoza.

Coca-Cola spokesman Shay Drohan said: “The number one passion point for teens is music. Through Move to the Beat, Coca-Cola is inspiring teens around the world to move to the beat of London and come together in the biggest Olympic Games activation in our 84-year partnership. As the longest continuous support of the Olympic Games, Coca-Cola is committed to using our Olympic Games sponsorship to be a part of the Olympic experience and become more active.”

Coca-Cola has been involved in the Olympic since the 1928 Games in Amsterdam and has extended the relationship with the International Olympic Committee (IOC) to 2020.