Coca-Cola has enlisted Australian hurdler Michelle Jenneke to front its local Olympic marketing push, in the lead up to the 2016 games in Rio.
Jenneke will be featured in both global and local content for the brand, with a specially edited TV ad staring just the hurdler being released for the Australian market.
As part of her role with Coke, Jenneke has been named a #ThatsGold ambassador, which sees her engaging in PR and social media activity to encourage Australians to share their own #ThatsGold moments and get behind Australian athletes.
Jenneke received global media attention when her warm-up routine went viral in 2012, with the famous dance featuring in the marketing push.
Coca-Cola brand manager Romy Mueller says Coke and the Olympic Games share many key values that make them so compatible.
“The gold medal is an icon of Olympic success and our #ThatsGold campaign goes one step further by taking that gold feeling beyond the podium, bringing people from all walks of life together to celebrate everyday moments that inspire us all.
"The campaign is one of our biggest Olympic campaigns to date and we hope to bring Australians together to make the most of the big occasion."
Alongside Jenneke, fellow Australian Cody and Alli Simpson have been enlisted as key influencers to support the campaign on a global level. Cody Simpson is responsible for Coke's new backing tune for all its ads “Anthem”.
Another key pillar of the campaign's content strategy is a partnership with social aggregation service Storyful, to deliver relevant and real-time "That’s Gold" local and global content to Australian households.
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