Editor’s Note February 5, 2017: The premise of ‘It’s Beautiful’ can be simply stated: America is Beautiful and Coca-Cola is for everyone. It celebrates Coca-Cola moments among all Americans and features snapshots of American families. We believe it’s a powerful ad that promotes optimism, inclusion and celebrates humanity – values that are core to Coca-Cola. “It’s Beautiful” shows just a few of the ways Americans enjoy our brand and how Coca-Cola brings families and friends together every day.
Since “It’s Beautiful” first aired in 2014, we have continued to run it during major TV events. “It’s Beautiful” has run across television and cinema broadcast – including national holidays of patriotism in America, such as July 4th and Memorial Day, and major moments in national and international sport and entertainment, like the football playoffs, New Year’s Eve, and several Olympic Opening Ceremonies.
February 17, 2014 -- As the world’s best athletes prepare for competition in Sochi, so does Coca-Cola North America. Coca-Cola, the longest continuous corporate supporter of the Olympic Games, will entertain audiences with three advertisements slated to appear during the Opening Ceremony of the18-day event.
In anticipation of tonight’s event, Coca-Cola is joining the celebration by pre-releasing its advertising as it prepares to refresh fans in America and around the world.
Tonight, a 90-second version of Coca-Cola’s “It’s Beautiful,” which originally ran during the 2014 Big Game broadcast as a 60-second spot, will debut during the Opening Ceremony.
Created specifically for this evening, the new spot reinforces the sentiment of unity and that America is beautiful and Coca-Cola is for everyone. It features people enjoying moments of happiness with one another over a delicious, refreshing Coke. The overall message of inclusion communicated by the ad reflects some of Coca-Cola’s most important values.
The spot, set to “America the Beautiful” is sung by bilingual Americans in seven different languages: English, Spanish, Keres, Tagalog, Hindi, Senegalese French and Hebrew. A behind-the-scenes video of the American singers has been created to complement the Olympic Games version of “It’s Beautiful.”
In addition to the ad, the multilingual version of the song is also available on Spotify.
“The premise of 'It’s Beautiful' can be simply stated: America is Beautiful and Coca-Cola is for everyone. ‘It’s Beautiful’ celebrates Coca-Cola moments among all Americans,” said Katie Bayne, President, North American Brands, Coca-Cola North America. “Our ad provides a snapshot of the real lives of Americans representing diverse ethnicities, religions, races and families, all found in the United States. We believe ‘It’s Beautiful’ is a great example of the magic that makes our country so special, and a powerful message that spreads optimism, promotes inclusion and celebrates humanity – values that are core to Coca-Cola.”
Originally released in 2008, Coca-Cola's newest "Ceremony" TV commercial celebrates the company's long-standing support of the Olympic Games, the Paralympic Games, and Special Olympics. “Ceremony” is now in its fourth iteration and its presence within Coke's Olympic commercial broadcast has become a cherished tradition. The spot highlights medal moments throughout history and honors some of the world's best athletes such as Nadia Comanici, Michelle Kwan, Jessica Long, and the 2014 version contains new scenes with athletes Ted Ligety, Greg Louganis, Evan Lysacek, Elana Meyers and Gabrielle Theriault.
Screengrabs from "Ceremony"
“Fountain Pour” is a humorous, lighthearted look at one man as he “allows himself” extra sips of Coca-Cola from a fountain dispenser. The film showcases the love for Coca-Cola in an everyday, relatable moment and taps into a universal truth that when you are at a soda fountain, it is nearly impossible to resist the great taste of an ice-cold, delicious Coke.
Coca-Cola 'Four Pack of Athletes' and Product Packaging
This is the fifth consecutive Olympic Games in which Coca-Cola has featured a collection of athletes as part of its Olympic Games marketing program. This year’s “Four Pack” includes Evan Lysacek, Amy Purdy, Ted Ligety and Michelle Kwan. The athletes serve as “Ambassadors of Active Living” to encourage and inspire fans to lead a healthy, balanced lifestyle. Each has played a prominent role in the Company’s marketing efforts leading up to the Games and are featured in digital advertising, packaging, retail point-of-sale, billboards and bus shelters.
Limited-edition packaging, which can be found nationwide on store shelves, celebrates the power of sports and active living. The four new designs feature action-shot silhouettes of Kwan, Lysacek, Purdy and Ligety performing their respective sports.
About Coca-Cola and the Olympic Movement
The Coca-Cola Company has been an Olympic partner for 86 years and is the longest continuous corporate supporter of the Olympic Movement. The company works with National Olympic Committees in more than 200 countries to help athletes train and compete. More than 90 percent of the Coca-Cola system's investment in the Olympic Games is directed to athlete development and to assist in staging the Games. The company also is the longest continuous sponsor of the Paralympic Games and the founding partner of Special Olympics.