Coca-Cola gets China on song for Olympics
April 21, 2012, Saturday
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Print Edition
Print Edition
IN partnership with the China Olympic Committee (COC), Coca-Cola reinforced its role as global partner of the Olympics by launching the "China Beat" campaign at Beijing's National Stadium - the Bird's Nest - on Wednesday, marking the 100-day countdown to the London 2012 Summer Olympic Games.
This initiative aims to carry the voice and Olympic enthusiasm of Chinese citizens to London in support of the country's athletes. The public will be invited to collectively create an anthem to help motivate the team.
Present at the countdown event were officials from the COC, leading Hong Kong pop star Jacky Cheung and various past and present Olympic athletes - such as table tennis player Zhang Jike, gymnast Chen Yibing and four-time Olympic gold medalist, "Diving Queen" Guo Jingjing.
"Coca-Cola is proud to mark the 100-day countdown with the launch of 'China Beat' in Beijing, the host city that inspired the overwhelming victory of Chinese athletes at 2008 Olympics," said David G. Brooks, president of Coca-Cola China and Korea.
In the next three months, Coca-Cola will be inviting every Chinese citizen to join "China Beat" by uploading their own tune at www.iCoke.cn. It will remix all the beats into the original anthem to create a national song of support to be handed over to the Chinese athletes in July and help inspire them to a new wave of success at the 2012 London Olympics.
"This year's campaign is rooted in the collaborative work and effort of every citizen to create a song of support. It's the bridge between China and Chinese athletes challenging the limits in London," added Brooks.
"I would like to thank Coca-Cola for marking the 100-day countdown to the London Olympic Games with the launch of 'China Beat'," said Xiao Min, assistant to the director of General Administration of Sport of China and vice chairman of the COC.
"I believe the 'China Beat' campaign will help every Chinese feel part of their home team, bringing everyone closer to the excitement of the Olympics."
"Inspired by creativity, passion and a love of sport, Coca-Cola is committed to promoting the Olympic spirit in China and is a powerful supporter of the Olympic celebrations," Xiao added.
Guo, Zhang, Chen and three other former Olympic gold medalists attending the event added their "China Beat" endorsement.
Guo was given the honor of being the first person to contribute a beat, selecting the sound of the most important moment of her Olympic diving performances during her legendary career.
"Chinese people's Olympic passion is worth gold," said Guo. "I hope every Chinese can join me in contributing to make 'China Beat' the ultimate chant of energy and inspiration to Chinese athletes at the 2012 London Olympic Games."
Table tennis ace Zhang and gymnast Chen also offered their own beats to power up the "China Beat" anthem.
"With the creative contribution of all of you, the final version of the 'China Beat' anthem will express China's love of sport and push every athlete to victory," said Chen.
"For athletes like me who live with ping-pong rhythms, we have good feeling about beats," said Zhang. "To me, 'China Beats' is a collection of sounds from training -- very familiar and beautiful."
China's favorite pop star Cheung took to the stage to inaugurate the anthem song - just remixed with the beats contributed by the Chinese athletes. He then led the 3,000-strong audience to collectively create their own cheering beat.
This beat, together with the future beats created by millions of the Chinese people, will be finally remixed into the final version of the "China Beat" anthem to express overwhelming support for Chinese athletes.
"It's an honor to give voice to the Chinese people's love of sport and their athletes. I look forward to singing the final version of the 'China Beat' anthem after all of you have created your own beats. What a thrill!" Cheung told the crowd.
This summer "China Beat" is set to take the country by storm with the roaring sound of creativity. Coca-Cola has teamed up with the best in the fields of inventiveness and fun to create a wave of inspiration to drive China's athletes to victory.
"Our marketing campaigns and events for this year's Olympics will mark a new milestone in Coca-Cola's efforts to reach out to consumers, sports fans and the public," said Andres Kiger, senior director of integrated marketing solutions from Coca-Cola China.
With the individual contributions of so many Chinese going into the "China Beat" anthem, there is no better expression of the country's hopes and ambitions for the 2012 London Olympic Games.
This initiative aims to carry the voice and Olympic enthusiasm of Chinese citizens to London in support of the country's athletes. The public will be invited to collectively create an anthem to help motivate the team.
Present at the countdown event were officials from the COC, leading Hong Kong pop star Jacky Cheung and various past and present Olympic athletes - such as table tennis player Zhang Jike, gymnast Chen Yibing and four-time Olympic gold medalist, "Diving Queen" Guo Jingjing.
"Coca-Cola is proud to mark the 100-day countdown with the launch of 'China Beat' in Beijing, the host city that inspired the overwhelming victory of Chinese athletes at 2008 Olympics," said David G. Brooks, president of Coca-Cola China and Korea.
In the next three months, Coca-Cola will be inviting every Chinese citizen to join "China Beat" by uploading their own tune at www.iCoke.cn. It will remix all the beats into the original anthem to create a national song of support to be handed over to the Chinese athletes in July and help inspire them to a new wave of success at the 2012 London Olympics.
"This year's campaign is rooted in the collaborative work and effort of every citizen to create a song of support. It's the bridge between China and Chinese athletes challenging the limits in London," added Brooks.
"I would like to thank Coca-Cola for marking the 100-day countdown to the London Olympic Games with the launch of 'China Beat'," said Xiao Min, assistant to the director of General Administration of Sport of China and vice chairman of the COC.
"I believe the 'China Beat' campaign will help every Chinese feel part of their home team, bringing everyone closer to the excitement of the Olympics."
"Inspired by creativity, passion and a love of sport, Coca-Cola is committed to promoting the Olympic spirit in China and is a powerful supporter of the Olympic celebrations," Xiao added.
Guo, Zhang, Chen and three other former Olympic gold medalists attending the event added their "China Beat" endorsement.
Guo was given the honor of being the first person to contribute a beat, selecting the sound of the most important moment of her Olympic diving performances during her legendary career.
"Chinese people's Olympic passion is worth gold," said Guo. "I hope every Chinese can join me in contributing to make 'China Beat' the ultimate chant of energy and inspiration to Chinese athletes at the 2012 London Olympic Games."
Table tennis ace Zhang and gymnast Chen also offered their own beats to power up the "China Beat" anthem.
"With the creative contribution of all of you, the final version of the 'China Beat' anthem will express China's love of sport and push every athlete to victory," said Chen.
"For athletes like me who live with ping-pong rhythms, we have good feeling about beats," said Zhang. "To me, 'China Beats' is a collection of sounds from training -- very familiar and beautiful."
China's favorite pop star Cheung took to the stage to inaugurate the anthem song - just remixed with the beats contributed by the Chinese athletes. He then led the 3,000-strong audience to collectively create their own cheering beat.
This beat, together with the future beats created by millions of the Chinese people, will be finally remixed into the final version of the "China Beat" anthem to express overwhelming support for Chinese athletes.
"It's an honor to give voice to the Chinese people's love of sport and their athletes. I look forward to singing the final version of the 'China Beat' anthem after all of you have created your own beats. What a thrill!" Cheung told the crowd.
This summer "China Beat" is set to take the country by storm with the roaring sound of creativity. Coca-Cola has teamed up with the best in the fields of inventiveness and fun to create a wave of inspiration to drive China's athletes to victory.
"Our marketing campaigns and events for this year's Olympics will mark a new milestone in Coca-Cola's efforts to reach out to consumers, sports fans and the public," said Andres Kiger, senior director of integrated marketing solutions from Coca-Cola China.
With the individual contributions of so many Chinese going into the "China Beat" anthem, there is no better expression of the country's hopes and ambitions for the 2012 London Olympic Games.
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