February 4, 2008
While the 2008 Summer Olympics in Beijing are coming in just
a few short months, Coca-Cola Canada is looking ahead to 2010
and the Winter Olympics in Vancouver, B.C. The Organizing Committee
for the Vancouver 2010 Olympic Games introduced Coca-Cola Canada
as a Presenting Partner of the Vancouver 2010 Olympic Torch
Relay, marking the seventh time TCCC has partnered to support
the Relay.
As part of the partnership, TCCC will activate Olympics-related
marketing and public relations programs, and will have the opportunity
to select individuals to serve as torchbearers. Most of the
individuals selected by Coca-Cola to carry the Olympic Flame
will be active living ambassadors - i.e., those who best exhibit
the Olympic spirit and a commitment to an active lifestyle.
In conjunction with the Olympic Torch Relay sponsorship, Coca-Cola
Canada is launching the Coca-Cola Torch Leadership program,
a $5 million national active living initiative designed to inspire
Canadian youth to "Celebrate the Possible" -- the
theme of the 2010 Olympics -- by committing to live a more active
lifestyle.
Coca-Cola Canada is designing the community-based program,
which will launch in September 2008, in consultation with ParticipACTION,
Canada's national voice for physical activity.
In support of their Olympic involvement, Coca-Cola Canada also
has adopted the "Live Olympic on the Coke Side of Life"
marketing platform, which encourages consumers to take an active,
positive approach to life. Through the Olympic Games, Coca-Cola
encourages people to create their own path of "positivity"
in everyday life by believing that anything is possible.
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