Coca-Cola is warming up for the 2012 Olympics held in London with a global integrated campaign called Move to the Beat, which will consist of a music anthem created by Grammy award-winning producer Mark Ronson and British vocalist Katy B.
– “The campaign will demonstrate the 2012 Games and sport in general in a way to inspire young people around the world“, and before the global release of the campaign there will be an hour long documentary on how the song was made.
Coca-Cola Olympic ambassadors came from around the world to work closely with Mark Ronson and Ronson traveled across 5 countries and 4 continents to meet with each of the athletes and record the sounds of their sports in their hometown so he can mix them up with music in order to make the anthem.
“The number one passion point for teens is music,” said Shay Drohan, Senior Vice President of Sparkling Beverages at The Coca-Cola Company. “Through Move to the Beat, Coca-Cola is inspiring teens around the world to move to the beat of London and come together in the biggest Olympic Games activation in our 84-year partnership.”
In my opinion, this is a nice idea, but Coca-Cola could do better. Of course the ad will be popular and it will be a hit – but mostly because we will be seeing it everywhere, and after so much listening, the ‘anthem’ will become a trademark of the Olympics. The main thing Mark Ronson, Katy B and Coca-Cola have to do now is make a really catchy song in order to make it into some sort of a ‘mascot’, something that we will automatically connect the Olympics with; while they are held, and even after that.
We can juts wait and see how will all of what they are making look when it’a all wrapped up – maybe it’ll be fun and eye catching, or very boring and unoriginal. But how ever they make it – it will be a hit.