VANCOUVER, BC Coca-Cola, the Olympics' longest continuous sponsor, opened the doors to its 2010 Olympic pavilion last night in Vancouver's LiveCity in David Lam Park. The first of the anticipated 275,000 guests the brand expects to welcome over the coming weeks were greeted by acrobatic brand ambassadors, games, photo opportunities, and plenty of free bottles of Coke.
And not just any bottles. After announcing plans for the distribution of its fully recyclable PlantBottle—made from renewable, organic material—last year, the company chose Vancouver as the platform to start seeding the new packaging. The focus of much of Coke's Olympic brand marketing, sustainability messaging runs throughout the 8,600-square-foot space.