Coca-Cola has unveiled new Olympic-themed packaging as the company looks ahead to the Pyeongchang 2018 Winter Games.
Starting in January, the specially made Share a Coke bottles will help pay tribute to the company’s 90-year history with the Olympic Movement.
In addition to packaging and point-of-sale creative, four American athletes will also be featured across custom out-of-home, digital content and other promotional efforts, including limited-edition, athlete-inspired Coca-Cola Freestyle flavours.
Freestyle aerial skier Mac Bohonnon, figure skater Nathan Chen and bobsledder Elana Meyers Taylor are among the quartet of athletes along with Paralympic snowboarder Amy Purdy.
Coca-Cola also intends to partner with several other notable athletes throughout its Olympic programme.
It will further showcase its historical association with the Olympic Movement through several special events leading up to Pyeongchang 2018.
The company will serve as presenting partner of next month’s Gold Meets Golden, a celebratory send-off event that brings together Olympians and Hollywood’s leading talent.
There, Coca-Cola will host a rare collection of Olympic memorabilia and one-of-a-kind marketing relics, including more than one dozen torches.
Coca-Cola began its Olympic involvement in 1928, when it provided more than 1,000 boxes of product to participating United States athletes in Amsterdam.
Since then, the company has become a partner of all 204 National Olympic Committees and their teams.
In July, Pyeongchang 2018 announced Coca-Cola and the KT Corporation as their first sustainability partners.
Coca-Cola are currently working on a water quality project in the Pyeongchang region in South Korea.
The company, who are a member of The Olympic Partner programme, are supporting the improvement of water quality in two ways.
Their initiative will see water detention systems installed to ensure a consistent level of water reserve to prevent dry soil in the warmer months.
They also aim to provide a habitat for wildlife and aid biodiversity improvement in the area.
The Pyeongchang 2018 Winter Olympics are due to take place from February 9 to 25.