Coca-Cola have started a competition for the general public of Great Britain to win a chance to see the Olympic Games in London, contestants must buy a marked coke can, bottle or multipack to receive a code in order to enter the competition. The Coca-Cola beverages must therefore be designed to entice people to purchase a drink to enter the contest. Looking through the designs Coca-Cola have created for their numerous media platforms, you can see a reoccurring theme throughout.
Each of the designs feature the five colours of the Olympic rings: blue, black, red, yellow and green. Every country of the world’s national flag contains at least one of each of these colours. I think Coca-Cola may have chosen this colour scheme to represent every nation of the world coming together to watch this great sporting event. This colour scheme also appeals to their vast customer base it represents every country. In addition, these colours imply the theme of celebration and happiness as they are presented in an intense, pure form. The colours have been displayed as stripes, which I think is representational of the traditional sporting medal lanyards.
One of the main features of the design are the concentric circles which have been used to symbolise an Olympic medal. The concentric circles have been grouped together in fives to represent the five inhabited continents of the world, again implying the union of the distant areas of the world. The shape of a circle represents unity and an eternal bond, which I think is an important message of the Games as every person on the Earth should put their differences aside and come together in peace. The concentric circles are reminiscent of the Olympic tracks as each of the colours could represent a lane for each of the competitors. I therefore think the idea of using this colour scheme and shapes link together the Coca-Cola product and the fundamental ideas of the Olympic Games well.
Within the larger set of concentric circles are written the words ‘Worldwide Partner’ in addition to an image of the Olympic rings. Coca-Cola want to reinforce their partner connection to promote the Olympic brand and demonstrate their shared vision of a healthy, active lifestyle with the participation in sport. As the designer has made this set of concentric circles larger than the other, the eye is drawn there first and shows Coca-Cola are proud of their association with the Games. In my opinion, this idea of pride and the implied medal design tells me Coca-Cola feel as if they have won a prize by becoming the longest supporter of the Olympic Games.
Above the largest concentric circles is a set of smaller ones with the words; ‘Win tickets every 2012 seconds’ written within. The brief imperative sentence immediately tells the viewer why they should buy the coke can and the word 'win' along with the number of seconds again conjoins the two large brands together through their connotations in relation to the Games. The words are written upon a white background which reflect the white of the Olympic Rings flag and also carries a suggestion of peace. The composition of the Coca-Cola cans work well as the colourful Olympics design is spaced at an optimal distance away from the Coca-Cola logo to not detract they eye from one another. Overall I think these designs work well for the Coca-Cola cans as they have a clear connection with the Olympic brand and morals and also gain an advantage from the Olympics through the enticement of a competition.
References
Information- Olympic Rings
Information- Why sponsor?
Information- Competition
Image- Coke Cans
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