Coca-Cola Drink Cheer and Win

When Canada Wins, You Win!

The Challenge:

To culminate close to 18 months of Olympic marketing activity, Coca-Cola wanted to kick off 2010 with an idea that leveraged their sponsorship of the upcoming Vancouver 2010 Olympic Winter Games to connect with their core consumers and remind them that for occasions like the Olympic Winter Games, nothing goes better than Coca-Cola, solidifying brand reputation scores and increasing volume.

The SmartIdea™:

As part of a fully integrated campaign, BSTREET developed a consumer idea that leveraged the anticipation and expectation surrounding Canada’s participation at the Games. The SMARTIDEA™ tapped into Canadian’s ‘emotional passion’ for a gold medal performance and served as the key engagement of our brand activation.

Proprietary BSTREET research validated and benchmarked the concept with IMI (with key learning to strengthen the consumer program). Drink, Cheer and Win linked participation with the celebration of Canada’s performance at the Olympic Winter Games by rewarding consumers $25,000 every time a Canadian athlete wins a gold medal. ‘When Canada Wins, You Win!’ – engaging Canadians in celebration over our country’s victories with relevant prizing.

Shopper Marketing extensions were created for key retailers using the Olympic asset to offer turn key customer programs. A national program for FREE limited edition Coca-Cola Olympic Winter Games Car Flags with purchase of Coca-Cola’s products activated key grocery and convenience retail accounts with a strong value-added Olympic proposition.

The Results

Results far exceeded expectations, in large part to Canadian Athlete’s record-setting performance of 14 Gold Medals at the Games. Retailers built large Olympic retail activations securing volume and compliance. Results are confidential, however, Drink, Cheer and Win helped to punctuate Coca-Cola’s role in the 2010 Games with a relevant, engaging consumer promotion.