Games with fizz: How Coca-Cola capitalises on The Olympics

ATLANTA, 1996 - TR: We did so much at Atlanta that I don't know if you could really call it advertising. It's our headquarter city, so the marketing was everywhere. We even built a place for people to refresh and relax called Coca-Cola Olympic City. Because the world was coming to our home town, we decided to invite people from each country to design their own versions of our classic contour bottle, billing it "Folk-art, Coke art". Local artists submitted their concepts, and the winning idea was commissioned by the local Coca-Cola office.They became so popular during the games, that we actually set up a European and then a worldwide tour, and a few of the best ones are still on display here at the Coke HQ in Atlanta.

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