One of Europe's oldest and best-loved sporting events took place this month — the Vienna City Marathon. More than 40,000 runners took part, with hundreds of thousands more flocking to the Austrian capital to soak up the atmosphere and enjoy the spectacle.

New World of Coca-Cola

Martin Steiger and Thorsten Vincetic Photography

Coca-Cola Austria has supported this unique sporting occasion since 2001, but this year took a refreshingly new approach. To showcase how The Coca-Cola Company is transforming its portfolio to cater for every need, desire and occasion, Coca-Cola Austria set up a mini village to bring the vision to life.

Under the concept of "The New World of Coca-Cola", the team invited visitors to discover the company's surprisingly diverse and delicious portfolio of brands. 

New World of Coca-Cola

Martin Steiger and Thorsten Vincetic Photography

A Growing Portfolio

Despite efforts to launch exciting new products and expand into different categories, like iced tea and coconut water, some people still only know Coca-Cola for its best-known brands. With no less than 22 new drinks hitting the Austrian market recently, visitors could see and try a dazzling range of exciting new products in 12 special tasting tents.

In total, more than 10,000 people enjoyed some 100,000 samples on offer — ranging from FUZE TEA to Appletiser and Cappy Smoothies and more. Among the visitors was the newly elected mayor of Vienna, Michael Ludwig.

New World of Coca-Cola

Martin Steiger and Thorsten Vincetic Photography

The event also served to show how deeply embedded the Coca-Cola business has become in Austria itself, where the company has refreshed consumers since 1929.

Local visitors responded well to their experiences with Coca-Cola during the marathon, with an on-site survey of over 1,000 people showing that 93 percent had very positive views of The Coca-Cola Company after visiting the New World concept.

Live performances on the city hall square main stage added to the fun, and a Coca-Cola viewing platform in the shape of a giant refrigerator filled with different drinks refreshed runners crossing the finish line.

New World of Coca-Cola

Martin Steiger and Thorsten Vincetic Photography

Celebrating diversity and inclusion

As a sporting event that champions all forms of diversity, the Vienna City Marathon was also the perfect stage to show how Coca-Cola embraces and celebrates inclusion. This saw some 500 runners come together for the second edition of the Coca-Cola Inclusion Run. Open to runners of all abilities, the 1K run helped raise €5,000 for Special Olympics Austria. Coca-Cola is a founding partner of the Special Olympics movement and a supporter of Unified Sports all over the world.