Coca-Cola Launches Outdoor Campaign For Commonwealth Games

The outdoor campaign is conceptualized by McCann Erickson; new visual identity developed by 'Iconologic'.

BestMediaInfo Bureau | Delhi | September 9, 2010

Coca-Cola India, the official beverage partner of the 2010 Commonwealth Games has launched its new Visual Identity System (VIS) and logo for the Commonwealth Games in Delhi. Conceptualized on the platform of "Go Dilli, Let Sports Win", the new VIS encourages people to participate in and support the XIX Commonwealth Games and ensure the triumph of sports and sportsman spirit over all else. This new identity and an extensive outdoor campaign will be used to activate all competition and non-competition venues of the Commonwealth Games including the Games venues, training venues, Games village etc.

Announcing the launch of the new identity and campaign, Atul Singh, President & CEO, Coca-Cola India, said, "Coca-Cola has been associated with mega sporting events in its efforts to promote healthy, active living and promoting social cohesiveness. Our partnership with sporting events across the world provide us an opportunity to enhance brand value, build capabilities and further build upon the employee and system pride in being associated with such sporting events. By associating with the Commonwealth Games, we will have the opportunity to refresh more than 8000 athletes and delegates and more than 30,000 volunteers that will take part in the Games."

"The new identity that we have launched today will help us leverage and build excitement for the Commonwealth Games in Delhi, long before the first medals are awarded in October," he further added.

The Visual Identity system has been developed for Coca-Cola India by 'Iconologic', a brand design firm in the USA. The new visual identity has been inspired by the Chakra in Commonwealth Games Logo, the cultural symbol of celebration - 'Ambi or Paisley' and the architecture of Lotus temple in Delhi. The Visual Identity will be integrated extensively in packaging, point of sale materials, product delivery trucks, equipments, and out of home media. The campaign for the Games has been developed by McCann Erickson.

The activation for the Games includes an extensive outdoor campaign, activation of more than 2000 outlets, partnership with Delhi Tourism for activation of key venues, consumer sampling, road shows, contests etc. More than 200 Coca-Cola- CWG branded product delivery vehicles will be plying across the city sporting the message Go Dilli- Let Sports Win as a part of the campaign. The Company will also deploy a staff of more than 1000 to oversee the venue operations.

Coca-Cola India as the official beverage for the XIX Commonwealth Games 2010, Delhi enjoys exclusive marketing and supply rights for beverages across its portfolio - Coca-Cola, Diet Coke, Sprite, Limca, Fanta, Thums Up, Minute Maid range of juice drinks, Kinley water etc. The company has these rights for the games venues, training venues, games village etc. Coca-Cola India also gets certain advertising and marketing rights as the official beverage partner.

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