Coca-Cola launches Olympic promotion
BY 2012-04-20 19:22:35
Coca-Cola introduced its "China Beat" promotion at Beijing's National Stadium, better known as the Bird's Nest, to mark the 100-day countdown to the London 2012 Summer Olympic Games on Wednesday.
Coca-Cola has written a song for China's Olympic athletes and will invite ordinary Chinese to sing it and upload their versions to the company's website.
The company will then remix many versions of the song and produce an anthem in support of the Chinese team.
"This year's campaign is rooted in the collaborative work and effort of every citizen to create a song of support," said David G. Brooks, Coca-Cola's President for Greater China and Korea.
China is one of the company's fastest growing markets. Its sales volume expanded by 13 percent in 2011 and has maintained double-digit growth in nine of the last ten years. Sales in China now represent approximately 8 percent of the company's global volume.
Since re-entering China in 1979, Coca-Cola has invested more than $5 billion in the local market, including $3 billion since 2009. To date, the company has established a total of 42 bottling plants in China.