With the 2024 Summer Olympics set to begin on July 26, Paris welcomes athletes worldwide while Coca-Cola unveils a new campaign promoting inclusivity.
Athletes from across the globe are arriving in Paris ahead of the 2024 Summer Olympics, scheduled to begin on July 26 and continue through August 11. This marks the third time Paris is hosting the Summer Games, with previous events held in 1900 and 1924. This edition is notably significant as it will feature an equal number of male and female athletes for the first time, ensuring identical numbers of events for all participants.
In conjunction with the Olympics, Coca-Cola has introduced a new can design celebrating the 2024 Paris Olympics and Paralympics. The design features two cans forming the image of two arms in an embrace, symbolizing hope and inclusivity. This initiative aligns with Coca-Cola’s longstanding tradition of promoting unity and togetherness through its branding.
The campaign extends beyond typical Olympic rings co-branding, placing the ‘Hug’ cans directly in the hands of consumers. This symbolic gesture aims to amplify moments of connection during a time marked by global polarization. The brand has a history of creating memorable marketing moments, such as the ‘Happiness Vending Machine’ from 2010, designed to surprise and delight.
With the full day-by-day schedule already available, spectators can look forward to the closing ceremony on August 11, which will also feature 13 gold medal events. The event promises to uphold the Olympic spirit of unity and competition on a global stage.