December 3 - Mother, a London-based public relations and marketing firm, has won the contract to promote Coca-Cola's multi-million pound sponsorship of the London 2012 Olympics.

 

The agency, who have worked with several blue-chip companies, including Orange, Stella Artois and Boots, will produce communications programme promoting Coke's TOP sponsorship of the Games, Campaign magazine reported.

 

Mother's appointment marks an effort by Coke to unify the Olympic marketing activity in the host country and the sponsorship advertising it runs in global markets.

 

Coca-Cola are the Olympics longest sponsor.

 

The relationship between the International Olympic Committee (IOC) and Coca-Cola extends back to the Amsterdam Games in 1928 when they organised a freighter to deliver the United States team and 1,000 cases of drinks to Holland.

 

They recently signed a deal with the IOC that extends their deal until the 2020 Olympics.

 

While the majority of the work will not be seen until 2012, Mother is planning to build awareness of Coke's sponsorship through new media channels such as social networks in the nearer future.

 

Jonathan Mildenhall, the vice-president of global ad strategy and creative excellence at Coke, said: "People are passionate about the Olympics and that gives us a chance to connect with them on a personal, emotional level."
 

 

 

Related stories

November 2009: Exclusive - Coca-Cola back London 2012 plan to let fans bring in own drinks