Coca-Cola Updates its Chinese Olympic Campaign

An updated version of Hong Kong popstar Jacky Cheung’s official Coca-Cola Olympic anthem will be released on July 12, incorporating the beats submitted by consumers.

Coca-Cola’s Beat of China campaign taps into the national pride among young Chinese, encouraging fans to submit their own beats to help create an anthem for their athletes competing in London.

Coca-Cola Sparkling Beverages Director for Greater China and Korea Marina Palma said: “Previous research showed that after the huge success and high relevance of 2008 (the Beijing Olympics), there was a perceived distance between Chinese people and London. The main task was to close that emotional and physical distance in a relevant way.”

The campaign also includes mini-documentaries featuring the personal stories of five Chinese Olympians, a traveling roadshow, special Coke cans and an Angry Birds game.{jcomments on}