Coca-Cola breaks Live Olympic campaign
Coca-Cola has begun a new Canadian marketing campaign tied to the company's sponsorship of the 2010 Olympic Torch Relay. The initiative, called "Live Olympic," was developed by MacLaren McCann, Cossette Media, B-Street and Henderson Bas. The campaign, aimed primarily at young people between the ages of 13 and 24, encourages Canadians to demonstrate how they "live Olympic" to enter a draw for a chance to carry the Olympic torch. It includes a national television and theatre commercial called "Stars," online ads on websites such as Facebook.com, MySpace.com, YouTube.com and MuchMusic.com, in-store materials, wrapped trucks and other consumer programs. The campaign will run until April.