The Coca-Cola Company has been a founding partner of Special Olympics since 1968. Through the generosity of cash, in-kind, volunteers and awareness that support Special Olympics Programs and events around the world, Coke has fostered acceptance and inclusion of millions of Special Olympics athletes.
History of Support
As an Official Global Partner of the 2011 Special Olympics World Summer Games in Athens, Greece Coca-Cola provided a full array of support through the provision of products to athletes, families, volunteers and guests and executed a multifaceted engagement strategy for the Games utilizing Coke’s 125th anniversary as its platform. Activation included advertising, commemorative packaging, retail displays, print and radio ads, an online awareness campaign through Facebook and a television commercial airing throughout Greece featuring Coke employees and a Special Olympics athlete sharing the message of Special Olympics.
Coca Cola’s commitment and support continues around the 2013 Special Olympics World Winter Games in Korea where Coca-Cola will provide cash, product, equipment and services to support the Games.
Marketing Support HighlightsIn 2010, during the Vancouver Olympic Winter Games, Coca-Cola aired a television commercial celebrating the accomplishments of Olympians and Special Olympics athletes alike. The theme of the commercial was “supporting Olympic dreams” and featured several Special Olympics athletes alongside Olympic athletes and Special Olympics supporters such as Michelle Kwan (Special Olympics Board Member), Carl Lewis and Nadia Comaneci (Special Olympics Board Member). The commercial was the 3rd highest rated Olympic ad in Primetime, according to Nielson, and reached almost 260 million households in the United States.