Coca-Cola Czech Republic: Winter Olympics

Coca-Cola, the soft drinks brand, used its partnership with the Winter Olympics to promote the brand in the Czech Republic by being a 24/7 brand that interacted with fans all through the night as they stayed up to watch it.

Campaign details

Advertiser: The Coca-Cola CompanyBrand: Coca-ColaAgency: McCann PragueCountry: Czech Republic

Background

Coca-Cola is one of the leading brands globally. Although it might seem improbable the truth is that it's not the leader on the Czech market. The brief was to use its Winter Olympics partnership and their ambassador Ester Ledecka (snowboarding world champion) to raise relevance of the brand, with focus on teens - where the relevance gap was the biggest.

The challenges were big. Not only we were fighting the market leader (Kofola, the local love brand) but we also knew...

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