Coke embarks on global 2008 Olympics offensive - Brand Republic News - Brand Republic

Coke embarks on global 2008 Olympics offensive - Brand Republic News - Brand Republic: "Coke embarks on global 2008 Olympics offensive"

LONDON - Coca-Cola is launching a global ad campaign to promote its sponsorship of the 2008 Olympic Games in Beijing.

A TV ad featuring Olympians and NBA basketball stars LeBron James and Yao Ming will show how Coca-Cola and the Olympics can unite people and cultures.

James, co-captain of Team USA Basketball, and Ming, a member of Team China Basketball, will act as Coca--Cola's Olympic ambassadors to demonstrate how East and West will unite during the Games. The ad will form part of Coca-Cola's global 'Coke side of life' campaign.

James, who has been sponsored by Coca-Cola since 2003, has been involved in ad campaigns for Sprite and Powerade in the US.

Ming's association with Coca-Cola was announced in July, when the brand unveiled its Coca-Cola Olympic star team, a group of athletes who will be involved in various promotional activities in China prior to and during the 2008 Games.

Coca-Cola has been an Olympic partner since 1928 and is the exclusive non-alcoholic beverage provider to the Games until 2020.

In the UK, Coke has strong links with football, sponsoring the Football League, the UEFA Championships and the FIFA World Cup.

England and Manchester United star Wayne Rooney is the firm's brand ambassador and has featured in ads for Coke Zero.

The brand is currently seeking the UK's best street footballers as part of its 'Street striker' competition, which encourages teens to upload videos to its football website.