Coca-Cola has launched its global Olympic ad campaign ‘Move to the Beat’, fronted by music producer Mark Ronson, singer Katy B and a number of Olympic athlete hopefuls.
Ronson and Katy B yesterday unveiled a giant urban artwork painted by young artists in Hackney, East London, to mark the launch of the campaign, which aims to bring teens closer to the Olympic Games and to sport in general.
“Move to the Beat is all about getting teens excited about London 2012 by tapping into their passion for music and fusing it with sport,” said Ronson. “The Beat Wall uses urban culture to excite and engage teens and is a really cool way of inspiring teens to get involved with the London 2012 Olympic Games,” he added.
Coca-Cola has launched a Track the Beat Facebook app and will be airing a Move to the Beat TV ad across Europe and globally. Filmed in front of a live festival-style audience of London teens, it features Mark Ronson and Katy B performing alongside international athletes such as GB table tennis player Darius Knight, 21, whose sporting sounds have been used to provide the beat of the track. It will premiere during this year’s Brit Awards on 21 February and will provide the soundtrack for mobile and digital platforms and Coca-Cola events during the Games as well as being sold as a single later this year.
Meanwhile, Coke Zero is back on British screens with a new campaign featuring a refreshed strap-line of ‘Taste the Possibilities’. It will air until early March 2012 across TV and video on demand channels as well as via the Coke zone website.
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