It is the first significant marketing push by the company’s Red Lounge marketing unit since last year’s high profile ‘One year out’ countdown campaign in Beijing.
The launch comes as Coca- Cola confirms its intention to continue working with Red Lounge - formed two years ago to consolidate talent from all mainland agency partners, including Leo Burnett, Starcom, Wwwins, Momentum and Heartland - after the Beijing Olympics.
The launch comes as Coca- Cola confirms its intention to continue working with Red Lounge - formed two years ago to consolidate talent from all mainland agency partners, including Leo Burnett, Starcom, Wwwins, Momentum and Heartland - after the Beijing Olympics.
While the exact details of Red Lounge’s activities after the Olympics remain unclear, Linda Kovarik, Coca-Cola’s regional director of creative strategy and development, said the relationship would continue.
Last year, Kovarik announced a review of the initiative’s effectiveness prompted by concerns over a lack of outside stimulus. Seeking to maximise the impact of Coca- Cola’s sponsorship of the Games and the Torch Relay, the new drive opened with a party in Sanya city, Hainan province, celebrating the arrival of the torch in the mainland.
The party set the stage for the unveiling of a new Olympic-themed television commercial, ‘Red around the country’, which follows a group of friends who lead the rolling-out of a red carpet to mark the path of the flame around mainland China.
