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.
Coca-Cola placed a 16-foot bottle covered with interactive images of moving carbonation bubbles at the entrance to the pavilion.
Photo: Grant Harder for BizBash
Coca-Cola brand ambassadors—some of whom were spotted performing acrobatics and contortions last night—pop up throughout the space, including a wall dedicated to the sponsor's Olympic history.
Photo: Grant Harder for BizBash
One of the games in the pavilion requires guests to don giant polar bear paw gloves.
Photo: Grant Harder for BizBash
Pavilion staffers are on hand to educate guests on new and unique ways to recycle.
Photo: Grant Harder for BizBash
All signage and branding in the pavilion is in both English and French for the officially bilingual host nation.
Photo: Grant Harder for BizBash
The pavilion will be open from 11 a.m. to 11 p.m. for the duration of the games.
Photo: Grant Harder for BizBash
Each bottle served at the pavilion is chilled to the corporate standard, four degrees centigrade.
Photo: Grant Harder for BizBash
A sponsor of the Olympic torch relay, Coke is using the symbol as a backdrop for branded souvenir photos.
Photo: Grant Harder for BizBash
Coca-Cola anticipates 275,000 consumers will pass through the pavilion during its 17-day tenure in Vancouver.
Photo: Grant Harder for BizBash
