Coca-Cola
Centennial Summer Olympic Games
Sports Event Marketing Agency
CHALLENGE
Coca-Cola, one of the most recognized brands on the planet, was the anchoring sponsor of the 1996 Centennial Olympic Summer Games in their home city of Atlanta. On the evening before the Opening Ceremonies, Coke had planned an invitation-only gala kick-off event in the stunning new atrium of Atlanta’s Fernback Natural History Museum for 300 special guests and adorning sports fans – including members of the IOC, local officials, foreign dignitaries, notable celebrities and key international clients. One week before the event, their headliner talent cancelled.
Produced by Executive Visions Inc., a company co-founded by VOLO’s Charles Marto who served as EVP Operations and Principal for nearly three decades.
SOLUTION
The official theme song for the games, “The Power of the Dream,” had just been completed by 16-time Grammy winner David Foster – featuring Celine Dion on vocals – and was scheduled to premier on NBC during the Opening Ceremonies. So when Coke called for help, a long-standing relationship with both David and Celine made the solution clear – to leverage a friendship to produce a live “preview” performance of “The Power of the Dream” for Coke’s select audience on the night before its official NBC premier to the world, featuring both David and Celine at the Atlanta museum.
RESULT
An epic save and a stunning performance that is still talked about today – exactly what you’d expect from a world-class player at the Olympics!
1996 SUMMER OLYMPIC GAMES
