Marketing
Coca-Cola’s Summer Olympics Ad Campaign Hones In On Hugs
Limited-time Olympics packaging displays illustrations of one half of a hug, creating a full embrace when two Coke cans are paired together.
Coca-Cola’s “It’s Magic When the World Comes Together” advert showcases Olympic swimmers embracing. This touching moment references a memorable scene from the 2020 Summer Olympics in Tokyo. South African swimmer Tatjana Schoenmaker set a new world record in the 200-meter breaststroke. Her teammate Kaylene Corbett and U.S. swimmers Lilly King and Annie Lazor congratulated her with a heartfelt hug.
In the advert, as the four athletes embrace in a packed Paris 2024 arena, a woman in the crowd sipping a Coca-Cola is inspired by the moment. She hugs a vendor in the stands, setting off a ripple effect that spreads through the stadium, across the streets of Paris, and around the globe.
“Our differences are what make us unique, but when we come together, that’s when the ‘Real Magic’ happens,” said Islam ElDessouky, global head of content and creative strategy for Coca‑Cola, in a statement.
In addition to the commercial, Coca-Cola has released limited-edition Olympic packaging. These cans feature illustrations of half a hug, which create a full embrace when paired together, further emphasizing the campaign’s message of unity and connection.