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ATLANTA -- Beverage maker Coca-Cola is tapping into the Vancouver 2010 Olympic Winter Games with the launch of a multi-faceted Olympic Games-themed program in the U.S., anchored with a group of high-profile U.S. Olympians and U.S. Champions, known as the Coca-Cola "Six Pack" of athletes.
The Coca-Cola "Six Pack" includes five-time Olympic medalist Apolo Anton Ohno (short track speed skating); Olympic silver medalist Gretchen Bleiler (snowboard); three-time Olympic medalist Angela Ruggiero (ice hockey); World Champion Evan Lysacek (figure skating); and two-time U.S. figure skating champions Keauna McLaughlin and Rockne Brubaker.
The campaign also features limited-edition Olympic Games-themed packaging, media and digital experiences, the company stated.
Convenience stores, supermarkets and mass merchandisers will see limited-edition, Coca-Cola Olympic Games-themed collectible cans and FridgePacks featuring silhouettes of the most popular Olympic Winter Games sports, such as figure skating, ice hockey, speedskating and snowboarding, according to the company. And approaching the opening of the 2010 Olympic Games, a contemporary interpretation of the Inukshuk, the symbol of the event, will be released.
Additional packaging for the campaign includes 20-ounce Coca-Cola bottles, multipacks and 2-liter bottles with a new sport silhouette appearing every two to three weeks.
"The dedication to active living and amazing athletic performances of our 'Six-Pack' of athletes served as inspiration for these Coca-Cola Olympic Games-themed collectible cans," Katie Bayne, chief marketing officer for Coca-Cola North America, said in a statement. "Our special packaging and overall Coca-Cola Olympic Games program are a great way to celebrate the Games and open a little happiness while enjoying the exciting competition with your friends and family."
Additionally, a series of four 15-second spots promoting the Coca-Cola Olympic Games-themed collectible cans, along with two 30-second spots featuring the Coca-Cola "Six-Pack" of athletes and cans will run on NBC during primetime Olympic Winter Games programming, according to the company. And during the Opening Ceremony Feb. 12, viewers will see a special commercial celebrating the 80-year partnership between Coca-Cola and the Olympic Games.
Online, Coca-Cola is partnering with NBC as an exclusive sponsor of Team USA on NBCOlympics.com and NBCOlympics mobile, which includes a custom content section on the Vancouver 2010 Olympic Games and a mobile application called "NBC Olympic Cheer presented by Coca-Cola."