Coca-Cola to push multiple brands beyond Coke during Paris Games

Coca-Cola is “putting greater emphasis on plugging all of its brands” at the Paris Games, rather than only its Coke trademark, according to Jon Springer of AD AGE. The company is “still looking to send a global message of Coke-like togetherness,” with tailored local ads and activations, and a “heavy infusion of music.” Coca-Cola kicked off the Paris Games “with a bang,” dropping an original song called “Hello World” performed by Anderson .Paak and Gwen Stefani. This year’s effort involves "pushing five brands from the company portfolio” -- Coke, Fairlife Core Power, Minute Maid, Smartwater and Powerade -- “by themselves, and together.” The ads “mark a change from previous Games” where the Coke trademark was the dominant brand. Coca-Cola has “slowly begun intermingling its brands in advertising.” Athletes are pushing individual brands, including U.S. Olympians such as swimmer Kate Ledecky for Core Power, and sprinter Sha'Carri Richardson and gymnast Simone Biles for Powerade. Coke has adopted a “‘hug’ motif for Paris,” presenting a “comprehensive new take on a longstanding brand association.” Coke is “supporting the hug theme” with specially designed cans that “when placed next to another, create an embrace” (AD AGE, 7/25).