Coca-Cola Goes for Gold in Rio 2016 Olympic Games with Global #ThatsGold Campaign

North America to Feature Elite Olympic Hopefuls Including Alex Morgan
and Nathan Adrian

ATLANTA–(BUSINESS WIRE)–As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic
Games, Coca-Cola has its eyes set on celebrating gold – but not just the
gold found on top of the world’s most elite podium. In the 88^th
year of this special partnership, Coca-Cola will celebrate with fans
across the world the gold feeling that comes from accomplishing
something great, however simple, in an everyday moment.

“While the gold medal is an icon of sporting success, Coca-Cola believes
that gold moments can happen far beyond the podium. They can happen
every day and all around the world,” said Rodolfo Echeverria, Vice
President of Global Creative, The Coca-Cola Company. “For Coca-Cola,
gold moments are made of special feelings – joyful, refreshing, sharable
– all of those moments that make you feel gold, just like the feeling of
drinking an ice-cold Coca-Cola. We look forward to bringing #ThatsGold
to life in Rio de Janeiro and around the world.”

#ThatsGold, which is rolling out around the world this July, will come
to life through the following activations:

• Global
  Television and Print Campaign: Coca-Cola will bring
  #ThatsGold to life through global
  television commercials (TVCs) and out-of-home campaign,
  featuring famous gold moments from previous Olympic Games and the
  faces of some of the most famous athletes from around the world. Among
  them, USA swimming champion Nathan Adrian, Australian hurdler,
  Michelle Jenneke and rising GB athlete, Jodie Williams. In line with
  the recent “Taste the Feeling” global creative campaign, the images
  featured in the global creative depict authentic, real gold moments on
  and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola
  Zero or a Coca-Cola Life. The TVCs center on the gold moments that
  happen both on and off the podium during the Olympic Games.
• Torch Relay: In the lead up to the Games, Coca-Cola has been
  the presenting partner of the Olympic flame on its incredible 95-day
  journey through Brazil as part of the Rio 2016 Olympic Torch
  Relay. By the time the torch arrives in Rio de Janeiro, the flame
  will have been carried by over 12,000 people, having visited 320
  cities, covering 20,000km on land, and over 16,000km by air. Nearly
  2,000 Coca-Cola torchbearers are helping the flame reach the most
  remote and diverse corners of Brazil, chosen based upon the inspiring
  work they have done in their communities, for embracing positivity and
  for the gold spirit with which they bring people together.
• The Coca-Cola Olympic Station: For the first time in its
  Olympic Games history, Coca-Cola will create an official ‘must see’
  hang out for teens in Rio where they can experience and engage with
  the Olympic Games on their terms. Located in the new heart of the city
  and Official Rio Live Site, Praca Maua, this hang out will give fans
  the chance to experience #ThatsGold in a number of ways, from
  innovative tech activities to headline events with their idols. The
  space will mix athletes, music artists and influencers, allowing them
  to create and share their gold moments across social networks, all
  while tasting the feeling of a Coca-Cola.
• #IssoÉOuro/#ThatsGold Experience: Within the Olympic Park, The
  Coca-Cola experience, a visually stunning activation, will include
  ice-cold Coca-Cola in commemorative gold aluminum bottles, a
  celebration of the Olympic Torch Relay (including a photo with the
  torch), highlights of the long-standing partnership between Coca-Cola
  and the Olympic Games, and a pin trading and retail experience.
• Global Influencers: To spread #ThatsGold across the world,
  Coca-Cola has enlisted a selection of global influencers,
  including: Australian superstars Cody and Alli Simpson, Canadian
  actress and fashion blogger Allie Evans, and British YouTuber Jake
  Boys. The influencers are creating a series of content that defines
  what #ThatsGold means to them and encourages their social media
  followers to celebrate their own gold moments.
• Coletivo: The Rio 2016 Olympic Games will see the Coletivo
  Coca-Cola project extended further through Coletivo Events; a training
  program for young people from Rio de Janeiro’s favelas that aims to
  empower people from these communities through work. During the Olympic
  Games, Coca-Cola will employ young people from the initiative and
  train them to work within hospitality, venue operations and
  experiential roles, giving them valuable work experience and a
  once-in-a-lifetime chance to be part of the Rio 2016 Olympic Games in
  their home city. Now #ThatsGold.

North America Finds Gold

North America is one of more than 50 markets activating #ThatsGold
globally. The campaign will come to life through an integrated marketing
program that incorporates an elite group of five Team USA athletes and
hopefuls and an Olympic legend who have won a total of more than 20
Olympic medals, including nine gold:

• Alex Morgan, Soccer
  • A key member of the U.S. Women’s National Team that won the 2015
    FIFA Women’s World Cup, Morgan also won gold in the London 2012
    Olympic Games. In 2012, Morgan was named U.S. Soccer Female
    Athlete of the Year by the United States Soccer Federation.
  • A gold medalist in men’s decathlon at the London 2012 Olympic
    Games, Eaton holds the world record in both the decathlon and
    indoor heptathlon events.
  • McFadden is an 11-time Paralympic medalist, winning gold in the
    Sochi 2014 Olympic Games cross-country skiing, 1km sprint, and
    three gold medals at the London 2012 Olympic Games.
  • Reigning “Fastest Man in the Pool,” Adrian has amassed three
    Olympic gold medals and seven World Championship golds since 2008.
    Adrian will compete in his third consecutive Olympic Games in Rio.
  • A 2012 silver medalist in London, Manzano was the first U.S.
    athlete to make the podium in the 1500m race in 44 years.
  • One of the all-time most decorated U.S. gymnasts, Liukin won a
    gold medal for the all-around competition in the Beijing 2008
    Olympic Games, adding to her three silver medals and single
    bronze. Liukin also won four gold medals during her career in the
    World Championships. In 2014, she was inducted into the USA
    Gymnastics Hall of Fame.

  The slate of Coca-Cola athletes will help bring the Company’s #ThatsGold
  campaign to life and will be featured through:

  • Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging
    available nationwide. Beginning in mid-July, a range of 12-ounce cans
    will feature silhouette-style images of the athletes in motion, in
    anticipation and celebration of the Rio 2016 Olympic Games. Specially
    marked product will be on store shelves through the end of August or
    while supplies last.
  • A series of three video vignettes, produced in partnership with
    NBC, focus on some of the happiest and most triumphant moments enjoyed
    by Morgan, Eaton, McFadden, Manzano, Liukin and Adrian, on and off the
    podium. The vignettes are narrated by the athletes and feature a
    collection of images and video that share the emotion behind their
    favorite #ThatsGold moments. A fourth vignette features a selection of
    Coca-Cola athletes issuing a call to action to viewers, inspiring them
    to share their own #ThatsGold moments through photos and video across
    social platforms using the hashtag #ThatsGold.

  Historic Partnership

  The Rio 2016 Olympic Games marks 88 years of partnership between The
  Coca-Cola Company and the International Olympic Committee and the
  Olympic Movement. “As an Olympic sponsor since 1928, we believe the
  Olympic Games are a force for good that unite people through a common
  interest in sports, and we have seen first-hand the positive impact and
  long-lasting legacy they leave on the communities of the host nations,”
  said Echeverria. “We support the core values of the Olympic Movement –
  excellence, friendship and respect – and are proud to continue our role
  in helping to make the Olympics a memorable experience for athletes,
  fans and communities all around the world.”

  About The Coca-Cola Company

  The Coca-Cola Company (NYSE: KO) is the world’s largest beverage
  company, refreshing consumers with more than 500 sparkling and still
  brands and more than 3,800 beverage choices. Led by Coca-Cola, one of
  the world’s most valuable and recognizable brands, our company’s
  portfolio features 20 billion-dollar brands, 18 of which are available
  in reduced-, low- or no-calorie options. Our billion-dollar brands
  include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater,
  Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through
  the world’s largest beverage distribution system, we are the No. 1
  provider of both sparkling and still beverages. More than 1.9 billion
  servings of our beverages are enjoyed by consumers in more than 200
  countries each day. With an enduring commitment to building sustainable
  communities, our company is focused on initiatives that reduce our
  environmental footprint, create a safe, inclusive work environment for
  our associates, and enhance the economic development of the communities
  where we operate. Together with our bottling partners, we rank among the
  world’s top 10 private employers with more than 700,000 system
  associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com,
  follow us on Twitter at twitter.com/CocaColaCo,
  visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com
  or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

  Contacts

  The Coca-Cola Company
  Kate Hartman, 404-676-1254
  press@coca-cola.com