Coca-Cola builds its own 'bird's nest'

Hong Kong - Coca-Cola is hitting the final stretch of its Olympic-themed promotions with a TVC, a newly created PET bottle and an online campaign.

The new TVC features five cartoon birds in each of the five Olympic colors tell the story of building a bird's nest. It serves as an analogy to portray the Beijing's "Bird's Nest" Stadium as a finished product of the birds' culminated effort.

The Coca-Cola Company commissioned two local artists, cartoonist Siuhak and designer Postgal, to create a limited run 600ml Olympic "Coca-Cola" PET bottle, which is engraved with the Olympics logo.

The Chinese version of the "Coca-Cola" logo, along with the English logo, will be incorporated onto the package with a sentence that explains the pronunciation of "Coca-Cola" in Mandarin -- "ke kou ke le".

The "DIY Emblem" online campaign will generate supporters' messages through a blog and use them to build a huge billboard collage featuring the slogan "Go for it China!" in Chinese. The billboard will display for a month outside the Sogo department store in Causeway Bay.

"At Coca-Cola, we hope to see everyone in Hong Kong ‘live Olympically' by heavily promoting the games through channels such as TVC, eye-catching and arts-focused product packaging and the use of an interactive online platform," said Karen So, GM for Hong Kong & Macau of Coca-Cola Limited.

The group has tasked McCann and Universal McCann to handle its ads and media. Weber Shandwick and Powelltate are the PR agencies for the campaign.