Leveraging the brand's sponsorship of the Olympics, the 'Coke road to Athens' campaign features separate commemorative packaging for bottles and cans.
Elsie Tsui, Coca-Cola Asia's public affairs and communications manager, said the promotion had been created to leverage the " positive and uplifting image of the Olympics (and as Coke) is a long term continuous partner of the Olympics, it is a good opportunity and platform not only to strengthen the brand imagery but most importantly to connect with consumers during the Olympics."
Packaging for the bottles boasts a modern art feel, with stylised athletic figures against a background of yellow and red. On the other hand, the cans retain Coke's trademark red, while the figures appear more cartoon-like with illustrations for gymnastics and boxing.
To encourage consumption during the Olympics, the beverage giant has also launched a series of Olympic-themed collectable gadgets. Redemption can be made with ring pulls for 355ml cans and bottle caps on promotional packs of the flagship brand, Sprite, Lemon Coke, Vanilla Coke and the light variants.
Featuring the Olympic mascots and Coke branding, the gadgets - from an Olympic pin set to T-shirts, tents, walkie-talkies and helmets for bikers - are available for redemption till the end of this month. According to Coke, response has been strong, with more than 500 people queuing up at each of the redemption locations over the August 1 weekend. The Olympic initiative is backed by television spots and an online campaign.
The online push consists of a game, designed by e-Crusade Marketing,which targets the 16 to 25 demographic and will run until the end of August.
It enables visitors to the Coca-Cola website to enter a virtual race to Athens. The contestant who can travel through four destinations to reach Athens in the shortest time stands to win a HK$5,000 (US$641) travel coupon.
Players also clock uo pocket money each time they beat a challenge, helping to improve their position in the game.
Angela Chiew, project director of e-Crusade, said: "The aim of the online game is to amplify the excitement and to boost youngsters' involvement and interaction with the brand."