The Olympic Games was held in Beijing, China in the summer of 2008. Coca-Cola launched a series of “Green Olympics” campaigns - as part of its Olympic Games marketing strategy - to appeal to Chinese consumers.
SEPA assisted Coca-Cola on the design, development and execution of a wide range of campaigns, including the “Chinese Culture Bottle Show” - a bottle design competition, “Save A Bucket of Water” - an environmental protection campaign, and the exchange of Olympic pins. SEPA contributed hugely towards the intense media coverage of these campaigns.
The Coca-Cola “Chinese Culture Bottle Show” was a nationwide competition, where participants are able to design their own Coca-Cola bottles to showcase the cultural characteristics of their hometowns. The competition was intense. Indeed, countless university students and artists submitted their designs.
As a symbol of the Olympic culture, the Olympic pin exchange events were very popular. Coca-Cola and the SEPA team invited pin collectors from all around the world to attend the events.
“Save A Bucket of Water” was launched in 2008 to demonstrate Coca-Cola’s corporate social responsibility in China. The campaign was executed in primary and secondary schools in over 22 cities, where a series of educational programs on environmental protection were delivered to over 500,000 students.
The SEPA team has successfully managed business and media relations during the development and execution of the 2008 “Green Olympics” campaigns. Therefore, the campaigns had been widely covered by mainstream Chinese media outlets - over 5,000 minutes by TV programs. In particular, the “Chinese Culture Bottle Show”, “Save A Bucket of Water” and the pin exchange events were reported by CCTV News.
