Coca-Cola Rolls out a New Global Campaign, Move to the Beat

Inspired by the sounds, spirit and culture of the host city of London, Coca-Cola today unveiled its global integrated campaign for the London 2012 Olympic Games, Move to the Beat – aligned with the vision to make London 2012 a Games to inspire the youth of the world.

The ambition of Move to the Beat is to bring teens closer to the Olympic Games and to sport in general. Harnessing teens’ passion for music, and drawing inspiration from London’s musical heritage, the campaign fuses London music with Olympic sport to connect young people to London 2012.

The core element of the campaign will be a music anthem created by Grammy award-winning producer Mark Ronson and chart-topping British vocalist Katy B, the anthem fuses the sounds of Olympic sports with the beat of music. Before the global release, the process of the song creation will be captured in a 60-minute documentary. The anthem will also be the soundtrack for TV commercials, mobile and digital platforms and Coca-Cola events during the Olympic Games.

Coca-Cola’s campaign launch event was held yesterday at the new Olympic stadium in East London. Mr. Ronson and Katy B performed the anthem in front of a select audience of 1,000, including students and the young athlete ambassadors. According to Ad Age, Mother London is creating a global spot around this live performance.

Another important part of the campaign global activation will be sustainability. During the London 2012 Olympics, all Coca-Cola products will be served in 100% recyclable packaging and every empty bottle recycled at the venues will be turned back into a new bottle.