Torino 2006 Olympic Winter Games
FACT SHEET
The Coca-Cola Company and the Torino 2006 Olympic Winter Games
Refreshment Facts
As the Olympic Movement's longest continuous corporate supporter, The Coca-Cola
Company is a Worldwide Olympic Partner and proud to be the Official Nonalcoholic
Beverages Sponsor of the Torino 2006 Olympic Winter Games (Feb. 10-26, 2006).
Official Designations
- Coca-Cola® and Coca-Cola light® are the Official Soft Drinks of the Torino
2006 Olympic Winter Games.
- POWERADE® is the Official Sports Drink of the Torino 2006 Olympic Winter
Games.
- Nestea® Lemon is the Official Ice Tea of the Torino 2006 Olympic Winter Games.
- Minute Maid® is the Official Fruit Juice of the Torino 2006 Olympic Winter
Games.
- Bonaqua® is the Official Bottled Water of the Torino 2006 Olympic Winter
Games.
- In addition to the above products, the range of beverages from The Coca-Cola
Company available at event and hospitality venues in the Torino region during
the 2006 Olympic Winter Games includes Sprite®, Fanta Free® and Minute Maid
Fruit Coolers.
- Coca-Cola is serving for the fifth time since 1996 as a Presenting Sponsor
of the Olympic Torch Relay (Dec. 8, 2005, through Feb. 10, 2006).
Torino 2006 Logistics
- During the Torino 2006 Olympic Winter Games, approximately 3.5 million servings
of beverage products of The Coca-Cola Company will be provided through more
than 35 Olympic sites -- sports venues, non-competition venues, hotels, the
airport, some parking lots and selected mountaintop locations.
- More than 1,000 pieces of cold drink equipment and more than 30 delivery
vehicles have been mobilized by Coca-Cola and its bottling partner CCHBC for
the Torino 2006 Olympic Winter Games.
- More than 200 people from 20 countries are part of the Coca-Cola team focused
on refreshing spectators, athletes, officials, volunteers, the media, etc.,
and bringing the "live Olympic" spirit to the venues of Torino 2006.
Olympic Torch Relay-Torino 2006 Presented by Coca-Cola
- For the Olympic Torch Relay-Torino 2006, Coca-Cola Italy and its bottling
partners developed local selection programs to help identify some of the more-than
10,000 torchbearers who have been carrying the Olympic Flame throughout the
regions and provinces of Italy and also into parts of France, Switzerland,
Austria and Slovenia.
- As part of its Active Living initiative, Coca-Cola in
Italy promoted Scuole in Movimento ("Schools in Motion")
-- in partnership with the Torino Organising Committee (TOROC),
the Ministry of Education and the Italian National Olympic Committee
(CONI) -- to select 412 student torchbearers from local communities
around the country.
- In addition, a "Local Hero" project promoted by Coca-Cola
and its Italian bottlers was created to bring the Olympic Winter Games
closer to local communities. Through this program, another 150 torchbearers
were selected via 25 local media partnerships in a corresponding number
of cities.
- In the second half of 2005, a dedicated Coca-Cola road show brought the
spirit of the Olympic Torch Relay and the Olympic Winter Games to major Italian
cities. During the Relay, Coca-Cola helped communities celebrate the Flame's
local arrival and the return of the Games to Italy all along the nationwide
route.
System Activities
- Under the new "live Olympic" platform for Coca-Cola, a variety
of marketing activities have been rolled out by The Coca-Cola Company both
globally and in selected countries around the world.
- "Ice Dance" -- A new television commercial showing how a "live
Olympic" attitude can positively transform everyday life, with the help
of a little inspirational background music from a Coca-Cola delivery truck.
The spot is running in several countries.
- Italy -- Coca-Cola in the host country kicked off the Torino 2006 campaign
with its presentation of the Olympic Torch Relay-Torino 2006 and companion
"Torch Exhibition Tour" interactive road show, a local "Get
Caught Living Olympic" campaign for Italians and an array of holiday
period activity that featured commemorative talking cans, the Coca-Cola Polar
Bear, a Fiat Panda 4x4 automobile promotion, and chances to win trips to the
2006 Games.
During Torino 2006, Coca-Cola Italy (www.coca-cola.it)
is taking the pre-Games enthusiasm throughout the country to new heights.
The fully integrated "live Olympic" programming -- designed to inspire
people to bring the Olympic Spirit into their everyday lives -- includes new
advertising; outdoor poster and pictogram placements; an anthem performed
by artist Helena Hellwig; and -- in Torino's centrally located Piazza Solferino -- the Official Olympic Pin Trading Center, a historical exhibit of the role
of Coca-Cola with the Olympic Games, and several entertainment elements from
the Olympic Torch Relay celebrations, including sports simulators, video game
and photo kiosks, a customized, postcard e-mail booth, and commemorative products.
Mobile "Coca-Cola Cruisers" will be offering spectators free samples
of Coca-Cola products throughout the area, and the Coca-Cola Polar Bear and
teams of
Coca-Cola ambassadors will roam the streets and locations around the official
venues, instantaneously rewarding "random acts of kindness" throughout
the period of Games.
- Along with Olympic Winter Games host country Italy, divisions around the
Coca-Cola system creating "live Olympic" programs for Torino 2006
include Albania, Austria, Belarus, Canada, Finland, Japan, Romania, Russia,
Sweden, Switzerland, and the United States. (Please see "System Roundup"
backgrounder.)
- "The Coca-Cola Award: Live Olympic" -- This ceremony each evening
of the Games in Torino recognizes individuals from around the world who live
out the ideals of the Olympic Games in their everyday lives. The honorees,
who will be introduced and honored at the Coca-Cola Press Lounge (in Piazza
Solferino), each receive an original creation by renowned Italian artist Renato
Missaglia.
- Torino Conversations" International Student Journalist Program -- Standout,
university-level journalism students from Austria, Canada, China, Germany,
Italy and the United States have been invited by The Coca-Cola Company to
Torino to experience the Olympic Winter Games, conduct interviews and blog
their accounts at www.torinoconversations.coca-cola.com.
Fifty Years Ago….
Italy first hosted the Olympic Winter Games in 1956, when the Games were held
in Cortina d'Ampezzo. It also marked the first time the event was televised
and the last time the figure skating competitions were held outdoors. Four years
later, during the 1960 Olympic Games in Rome, Italian bottlers of Coca-Cola
showed their support by presenting thousands of athletes, officials, media and
spectators with an original, 45-rpm recording of the favorite song of the day,
"Arriverderci Roma."
Support for the Olympic Movement
For nearly 80 years, The Coca-Cola Company has been dedicated to bringing fans
and athletes unique and memorable Olympic Games experiences through its partnership
with the International Olympic Committee (IOC) and organizers of the Games of
each Olympiad.
Coca-Cola has been continuously associated with the Olympic Games since 1928 -- longer than any other corporate sponsor. Coca-Cola and other products of The
Coca-Cola Company help refresh athletes, volunteers, officials, media and spectators
during the Olympic Games.
The Coca-Cola Company also works closely with National Olympic Committees around
the world, to assist athletes in training for the Olympic Games. Nearly 90 percent
of the Coca-Cola system's sponsorship support of the Olympic Games goes to help
athletes train and compete, as well as to help stage the Games. The Olympic
Games as we know them would not exist without sponsor support.
In addition, The Coca-Cola Company is also a major supporter of the Olympic
Broadcast around the world, revenues from which are used in part by the IOC
to fund the Olympic Solidarity program. The Solidarity Program, which provides
financial support and training resources to nations by need, was created in
1983 and consists of nearly a dozen elements supported by sponsorship funds.
The IOC uses sponsor funding to operate other special assistance programs in
conjunction with National Olympic Committees, the United Nations and other international
organizations. Programs range from delivery of basic human services and sports
infrastructure in war-torn countries, to academic programs for studying the
Olympic Movement, to the staging of world-class athletic events.
Coca-Cola and IOC Partnership Renewal
On Aug. 1, 2005, The Coca-Cola Company and the International Olympic Committee
announced the renewal of their historic partnership for an unprecedented 12
years.
This latest renewal of the most-enduring partnership in the history of the
Olympic Games begins in 2009 and lengthens the role of Coca-Cola as Official
Soft Drink of the Olympic Games through 2020. The deal also effectively extends
the partnership of Coca-Cola and the Olympic Movement -- a relationship that
began in 1928 -- to 92 years without interruption.
With the new, 12-year pact, Coca-Cola support of the Olympic Movement extends
from Torino 2006 and the Beijing 2008 Olympic Games through the Vancouver 2010
Olympic Winter Games, the London 2012 Olympic Games, and the Olympic Games of
2014, 2016, 2018 and 2020.
As a Worldwide Olympic Partner, The Coca-Cola Company receives exclusive global
marketing rights in the nonalcoholic beverages category and use of the Olympic
symbols and mascots in advertising and promotional activity.
The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola,
recognized as the world's most-valuable brand, the Company markets four of the
world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and
a wide range of other beverages, including diet and light soft drinks, waters,
juices and juice drinks, teas, coffees and sports drinks. Through the world's
largest beverage distribution system, consumers in more than 200 countries enjoy
the Company's beverages at a rate exceeding 1 billion servings each day. For
more information about The Coca-Cola Company, please visit the
Web site
www.coca-cola.com.
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