Coca-Cola aimed to own the moments of celebration of the entire Nation by airing 5 second commercials immediately after every gold medal win and just before the award ceremony.In a new and unsophisticated TV media market, careful planning of media placement and negotiation with the national broadcaster CCTV was required to facilitate the placement of the "Coca-Cola Gold Medal Moment" spots when all eyes were watching. In those commercials we brought to life with fans celebrating and cheering coming out of the iconic contour bottle in the most exciting times of their lives.

No other sponsor had this privilege or media opportunity.

It was the most crucial part to Coca-Cola's Olympic strategy which helped the brand successfully achieve its goal:- Strongest Olympics sponsorship awareness throughout 2008, on average leading double spontaneous mentions from second sponsor Yili (38.52% vs 19.22%), Source: R3 Olympics Sponsorship Tracking (Dec 2007-Aug 2008)Top scores in "sponsor identity recognition" 48%, "sponsor voice" 97%, "sponsor identity confusion" 3%. Source: Ipsos 10 cities 15-60 yrs (Jul-Aug 2008)Coke has the most enjoyable advertising/ branding and scores second in having the most memorable advertising/ branding. Source: Synovate online survey (Aug 2008 Post Games)