Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
NEW YORK As it planned for its sponsorship of the upcoming Beijing Olympics, Coca-Cola made a significant discovery: When the brand was first introduced in China, its brand name in the Mandarin dialect was translated as “Delicious happiness.”
The soft-drink giant tries to capitalize on that history — and the phrase — in a digital program, “Design the World a Coke,” that focuses mainly on the social-networking space.
A social-media focus was important because, “We know the world is becoming smaller around teens and young adults in the way that they interact with people and form social groups to chat [with] and have fun,” said Kevin Tressler, director of Coke’s worldwide sports and entertainment marketing.
The Olympic Games have long been a brand-building platform for the Atlanta-based company, stretching back to the 1928 Amsterdam Games.
Although
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in