Paris Olympics 2024: Coca-Cola Unveils ‘Real Magic’ Campaign
In a heartfelt celebration of inclusivity and cross-cultural connection, Coca-Cola has launched its new emotive campaign, “Its Magic When the World Comes Together,” for the upcoming Olympic and Paralympic Games in Paris 2024. Developed by Ogilvy, this multi-channel campaign reinforces Coca-Cola’s iconic hug motif, showcasing the unifying power of sport. The campaign draws inspiration from memorable moments of unity from past Olympic Games. These include the 12 swimmers who hugged each other during the 4 x 100m relay at Tokyo 2020 and the story of Olympic Bronze Medallist John Wing, who famously advocated for all athletes to come out together at the Closing Ceremony of the 1956 Melbourne Games. At the heart of Coca-Cola’s new brand film is a moving tribute to the spirit of togetherness. It features South African swimming champion Tatjana Schoenmaker embracing fellow athletes Lilly King, Kaylene Corbett, and Annie Lazor, in a nod to Tokyo 2020, where they supported her after she broke the world record for the fastest 200m breaststroke. In the film, Tatjana Schoenmaker spots her friends in the crowd during Paris 2024 and walks over to hug them. This touching moment inspires a woman in the audience, sipping a Coca-Cola, to hug a vendor in the stands. This spontaneous act of connection sparks a ripple effect, with people across the stadium, the streets of Paris, and around the world coming together to embrace. Tatjana Schoenmaker reflected on the power of the Olympic Games, saying, “It has the power to unite us because we can all find something inspirational or something we can relate to in each athlete’s story, whether it is a story of success or of disappointment.” Lilly King added, “It gives the world a chance to realize that no matter where we come from, we are all human. It is a true ‘love thy neighbor’ experience for everyone across the world.” Kaylene Corbett expressed her emotions, stating, “I wanted to hug Tatjana because I was overcome with emotion and excitement.” Annie Lazor commented on the campaign film, saying, “I love that it really captures the Olympic spirit. It is about so much more than competition, winning, and losing; it’s about the coming together of the world, forming relationships with people from vastly different makeups and backgrounds.” Coca-Cola’s “Real Magic” moments will be prominently featured across various platforms, including out-of-home (OOH) advertising, dynamic digital content on social media, and experiential activations. These will be illustrated through distinctive new Coca-Cola branding. The global campaign was developed by WPP Open X, led by Ogilvy, and supported by EssenceMediaCom, VML, and Hogarth, ensuring a broad and impactful reach as the world gears up for Paris 2024. The Sportz Planet Desk,Atharva Shetye
Coca-Cola India Joins Forces with Hockey India; Know More
The Coca-Cola India Foundation is teaming up with Hockey India for the first time ever for the National Women’s Hockey League 2024, a tournament that will show off the skills and talents of women hockey players. This partnership is part of Coca-Cola India’s dedication to sports and promoting gender equality. The three-year commitment aims to make a game-changing impact on women’s sports. It goes along with Coca-Cola India’s #SheTheDifference campaign, which supports and celebrates women. The goal of this collaboration is to improve women’s hockey by doing things like providing special coaching, giving out training gear, offering nutritional help, and organizing camps and competitions to help players get better. Coca-Cola’s Association with the Indian Sports Industry Coca-Cola has been a long-time supporter of sports in India, teaming up with various leagues and teams to promote athleticism and teamwork. The beverage brand was earlier involved with the Indian Premier League (IPL) as a sponsor. Their partnership with the IPL has helped bring excitement to cricket fans across the country with memorable campaigns and activations. Coca-Cola has also supported grassroots sports development through initiatives like the Coca-Cola Cup, which provides a platform for young athletes to showcase their talent and pursue their passion for sports. Moreover, Coca-Cola has also collaborated with the Indian national football team, contributing to the growth of football in the country. They’ve sponsored events like the Coca-Cola Super Cup, which brings together top football clubs to compete for the title. This involvement in football demonstrates Coca-Cola’s commitment to supporting various sports beyond cricket, encouraging a diverse sporting culture in India. Through these partnerships and initiatives, Coca-Cola continues to play a significant role in shaping the landscape of Indian sports, inspiring athletes and fans alike. Development of HockeyThe goal of this collaboration is to develop women’s hockey by providing special coaching, giving out training gear, offering nutritional help, and organizing camps and competitions to help players get better. Hockey India Secretary General, Shri Bhola Nath Singh, welcomed the partnership with Anandana and the Coca-Cola India Foundation. “Our goals are perfectly aligned,” he said. “Both Hockey India and Coca-Cola are committed to promoting and developing sports at the grassroots level, particularly women’s hockey. We envision the National Women’s Hockey League as a strong feeder system for the national team. This partnership is a win-win, and we look forward to a fruitful collaboration in the years to come.“ Rajiv Gupta, Director of the Coca-Cola India Foundation, declared the partnership, stating, “At Coca-Cola India, we believe in the transformative power of sports to inspire and unite communities. Partnering with Hockey India advances our shared vision of creating a supportive environment for the development of sports and athletes alike. With this, we are proud to sponsor women in sports and contribute to their success on the global stage.“ In a country dominated by cricket, Coca-Cola’s decision to associate with Hockey India highlights the growing interests, popularity, and business prospects of other sports in the nation as well. The Sportz Planet Desk,Atharva Shetye.
