Coca-Cola's bottle in Beijing
Photo: Courtesy of Coca-Cola China Beverages Ltd.
In a campaign to become the most popular beverage in China, Coca-Cola China debuted a high-tech five-story version of its iconic contoured bottle in Beijing on New Year's Eve, in a setting similar to New York's ball drop. Advertising Age is reporting today that "the world's largest graphic bottle" is the soft-drink company's latest tactic "in a series of spectacular promotional events" tied to the 2008 Olympics in Beijing. (Coca-Cola China is the Olympics' worldwide partner.)
Unveiled during the televised Coca-Cola New Year Celebration Countdown Party, the 50-foot bottle weighs 20 tons and features more than 330,000 LED screens, all of which digitally depict "uplifting messages of happiness, love, optimism, and hope," according to a press release. The event and the bottle were meant to build anticipation for the Olympics while reinforcing Coca-Cola's relationship to one of China's most eagerly anticipated events.The bottle has since been moved to Shanghai, where it will be part of Chinese New Year celebrations on February. After that, according to the Advertising Age report, the bottle and Coca-Cola China brand ambassadors will embark on a 100-city tour as part of the Olympic torch relay ceremony.
Unveiled during the televised Coca-Cola New Year Celebration Countdown Party, the 50-foot bottle weighs 20 tons and features more than 330,000 LED screens, all of which digitally depict "uplifting messages of happiness, love, optimism, and hope," according to a press release. The event and the bottle were meant to build anticipation for the Olympics while reinforcing Coca-Cola's relationship to one of China's most eagerly anticipated events.The bottle has since been moved to Shanghai, where it will be part of Chinese New Year celebrations on February. After that, according to the Advertising Age report, the bottle and Coca-Cola China brand ambassadors will embark on a 100-city tour as part of the Olympic torch relay ceremony.
