Coke signs up China's Olympic medal hopes

Comprising a TVC, outdoor ads, new display and merchandising, and updated packaging, the campaign revolves around three leading Chinese athletes -- 110m hurdler Liu Xiang, gymnast Teng Hai Bin and table tennis player Ma Ling -- and was developed by the brand's agency of record McCann-Erickson. The TVC, entitled 'Olympic chase', displays Liu and Teng going head-to- head for a can of Coke, in the process showcasing their particular athletic skills. The spot ends with a humorous twist as the diminutive Teng outsmarts the towering Liu to finally 'win' the drink. According to Coca-Cola China CSD director of marketing Willy Arcilla, the ad aligns well with the teen-oriented Coke slogan -- 'Yao shuang you zhi ji' (Don't compromise on real refreshment) -- which the brand recently unveiled following research into consumer attitudes in China. "Consumers found the plot engaging, entertaining and fun," said Arcilla. "Importantly, the role of brand Coca-Cola was integral in terms of the refreshment benefit the two athletes clearly sought to obtain from the lone can and inspirational in the context of the 'Yao shuang you zhi ji' theme." Both Liu and Teng are seen as key medal hopes at the Athens Olympics with Asian record-holder Liu tipped to become the first Asian to crack the world's elite in a sprint category. "We love the spirit (Liu) embodies as a person," said McCann-Erickson business director Wasim Basir. "Ultimately it's all about going after the refreshment that you want. Both of these guys are young and are pathmakers in their own right." The TVC is accompanied by POS display and merchandising materials, along with bottles and cans that feature Liu, Teng and table tennis legend Ma Ling. "The packaging is more celebratory and commemorative," said Basir. "We believe (the athletes) have the right of place." In addition, an Olympics roadshow has been rolled out in key markets as part of Coke's below-the-line activation. Coke's summer campaign has aimed to create a stronger connection with its core teenage market and compete more effectively with newer drinks entering the market. The brand, which remains the leading soft drink player in the country, has unveiled a blitz of star power to these ends, including Taiwanese celebrities Will Pan and girl band S.H.E. "Our initial results have been very encouraging -- sales are going great and imagery scores are going up," confirmed Basir. "Everything that we're getting in terms of feedback from market in terms of our tracking and in terms of our volume shows we're on the right track." See p11