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Gwen Stefani, Food Festivals, and the Power of Connection: Coca-Cola's Winning Olympic Marketing Strategy for Paris 2024

Over the past 96 years, the Olympic Games have evolved dramatically, but one enduring presence in the arena of sports sponsorship has been Coca-Cola. Brad Ross, Coca-Cola’s Vice President of Global Sports and Entertainment Marketing and Partnerships, explains why the Olympics remain a cornerstone of the brand’s strategy after nearly a century and how the company’s global marketing campaign for Paris 2024 was crafted.

It all began almost 100 years ago when Coca-Cola shipped 1,000 cases of its soda to Amsterdam alongside Team USA for the 1928 Olympics. This marked the beginning of a partnership that has since become the longest-running association in the Olympic movement. What started as a simple beverage offering has grown into a multifaceted global marketing powerhouse. In 2019, Coca-Cola even extended its TOP partnership with the International Olympic Committee (IOC) until 2032, sharing the non-alcoholic beverage category with Chinese dairy giant Mengniu—a groundbreaking move in the history of the Games.

For Paris 2024, Coca-Cola has rolled out a diverse and dynamic marketing campaign, headlined by a global, multi-channel advertising effort that celebrates the power of human connection, epitomized by the simple act of hugging. This campaign also features an Olympic anthem performed by Gwen Stefani and Anderson .Paak, and a months-long food festival in Paris showcasing global cuisines.

Beyond just promoting its flagship Coke brand, Coca-Cola has strategically used the Games to highlight its entire portfolio. Powerade and SmartWater, for instance, played prominent roles during the opening ceremony, with athletes showcasing limited-edition golden aluminum bottles as they sailed down the Seine. Meanwhile, Costa Coffee offered barista services and coffee masterclasses in the Olympic Village, and Fuze Tea was prominently featured during the torch relay.

Coca-Cola’s Paris 2024 campaign is a tapestry of varied activities, but the common thread is a celebration of unity and the coming together of cultures—something that wasn’t possible during the Tokyo 2020 and Beijing 2022 Olympics, both held without spectators due to the pandemic.

Brad Ross, who returned to Coca-Cola in 2021 after a brief stint at Google, is one of the key figures behind this elaborate campaign. He acknowledges that the company’s 96-year partnership with the IOC has faced its share of challenges, but emphasizes that Coca-Cola is committed to the "long game," standing by the Olympics through both prosperous and difficult times.

Speaking from Paris, Ross sheds light on why the Olympic Games remain so crucial to Coca-Cola’s branding strategy, how the marketing campaigns are meticulously planned, and what’s in store for the brand’s 100-year Olympic partnership celebration at Los Angeles 2028.

The Timeless Relevance of the Olympics to Coca-Cola

Coca-Cola’s relationship with the Olympics dates back to 1928, and it’s more than just a sponsorship; it’s a deep alignment of values. The Olympics symbolize inclusivity, optimism, respect, and friendship—values that are integral to Coca-Cola’s brand identity. Despite nearly a century of partnership, the Olympics continue to be both timeless and timely, evolving with each new Games to stay relevant.

Ross explains that Coca-Cola approaches each Olympic cycle with fresh eyes, eager to innovate while staying true to the core values shared by both organizations. This balance of tradition and innovation is what keeps the partnership relevant and impactful.

Strategic Planning for Olympic Campaigns

Planning for an Olympic campaign is no small feat. According to Ross, the process begins as soon as the host city is announced, typically four years in advance. Coca-Cola assembles a dedicated team on the ground to oversee operations, ensuring that everything from athlete support to venue presence is meticulously planned.

The marketing side of things kicks off around two to three years before the Games, focusing on creative concepts, brand integration, and athlete partnerships. It’s a long and detailed process, but one that benefits from Coca-Cola’s 96 years of experience in Olympic marketing.

Staying Relevant Amid Changing Viewership Trends

With viewership trends evolving, some have questioned the continued relevance of the Olympics. Ross acknowledges these concerns but highlights the steps the IOC has taken to modernize the Games, such as introducing new sports that resonate with younger audiences. The recent skateboarding events, where teenagers from Japan and Brazil took home medals, are a testament to this effort.

Ross believes that the key to maintaining the Olympics’ relevance lies in continuous innovation and adaptation. Coca-Cola, along with other partners, is committed to working with the IOC to ensure that the Games evolve with the times.

Measuring Success at Paris 2024

Success for Coca-Cola’s Paris 2024 campaign is measured across multiple dimensions. The return on investment (ROI) is critical, with metrics focused on brand love, sales volume, and customer engagement. The campaign’s impact on Coca-Cola’s global customer relationships and internal employee engagement also plays a crucial role in evaluating success.

Moreover, sustainability and diversity, equity, and inclusion (DEI) are integral to Coca-Cola’s broader corporate reputation, and the company has specific metrics in place to measure progress in these areas as well.

Looking Ahead to Los Angeles 2028

As Coca-Cola approaches its 100-year partnership with the Olympics in 2028, the company is already deep into planning for what promises to be a monumental event. With Paris 2024 serving as a model, Coca-Cola aims to elevate its efforts even further for Los Angeles, bringing in local context and new innovations.

The groundwork laid in Paris will serve as a foundation, with Coca-Cola building on the success of its current campaign while incorporating new elements tailored to the Los Angeles market. Athlete partnerships, creative strategies, and local engagement are all part of the plan for what will be a celebration of a century-long partnership on the world’s biggest stage.

As Ross sums it up, Los Angeles 2028 will be "huge," and Coca-Cola is already looking forward to bringing even more innovative ideas to life as it celebrates 100 years of Olympic partnership in its home country.