Recently, Coca-Cola launched its 'Move to the Beat' campaign in promotion of the 2012 London Olympic Games, and now the Coca-Cola 'Beat of China' campaign has also been rolled out in an effort to target young Chinese consumers. The reason for the country-specific initiative is that Coke discovered the Chinese youth don't consider London as being influential in the music scene, something that goes against the Move to the Beat campaign, which directly celebrates London as a place of musical inspiration.
Thus, the Coca-Cola Beat of China campaign aims to underscore London's influence on music by encouraging fans to submit their own "beats" in an effort to create an anthem for the London Olympics. According to Marina Palma of Coca-Cola, "...there was a perceived distance between Chinese people and London. The main task was to close that emotional and physical distance in a relevant way."
The campaign has already garnered over 180 million music submissions, and the new anthem featuring these submissions will be released July 12.
Country-Focused Drink Campaigns
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