Melissa Palacios, gerente de Marca Asociado de Coca-Cola
Melissa Palacios, Associated Brand Manager at Coca-Cola explained to PRODU that the #ThatsGold campaign is “driving a lot social conversation with a positive, inclusive and diversity message” in the framework of the 2016 Rio Olympic Games. U.S. is one of the 50 markets that has activated the campaign worldwide and it came alive through an integrated marketing program that includes a selected group of five athletes and stars of the American team, and an Olympic legend that has won more than 20 Olympic medals. “We have the preliminary results of the campaign, both in system and in consumers, who appreciate and travel on the Olympic’s train in a positive way.” She added that for the brand it’s important to be alienated with sports events, “because our consumers are passionate and the Olympic games are the spearhead and they are part of the interest of our consumer.” To spread #ThatsGold, Coca-Cola made an alliance with global influencers including the Australian superstars Cody and Alli Simpson, the Canadian actress and fashion blogger Allie Evans, and the British youtuber Jake Boys. The influencers create a series of contents that define what means for them #ThatsGold and encourage their followers in social networks to celebrate their own gold moments. “The campaign aims to make all the spectacular moments stand out. The answer in social media is that people feel invited and inclined to rescue these special moments.”
