As the longest-serving TOP sponsor of the International Olympic Committee, the Olympic Games – and Coca-Cola’s activation thereof – forms a crucial pillar in the company’s long-term sponsorship strategy. Synergy continues to provide support to both Brand and Marketing Assets teams to help Coca-Cola GB maximise the impact of this iconic asset.

In Coke’s activation of the Beijing 2008 Olympic Games, Synergy managed all Games-related approvals, along with company and agency inductions into this multi-faceted asset, helping Coca-Cola to most effectively drive the Olympic Games IP through the line. As host nation of the London 2012 Olympic Games, the impetus to leverage London 2012 marks and designations before any other of The Coca-Cola Company’s other markets provided an additional challenge for Coca-Cola and Synergy, requiring ongoing liaison with the rights-holder and brand stakeholders.

Related projects have included Synergy’s input into Coca-Cola GB’s activation of the London 2012 Handover Party, commemorative Rankin-designed bottle, the Powerade InnerGear campaign and Schweppes Abbey Well’s free swim initiative.