Coke Turns Beijing Into "Shuang City"

Yao Ming and LeBron James Introduce Collectible Unity Bottle

By Published on .

BEIJING--Coca-Cola Co., a worldwide partner of the 2008 Olympic Games, introduced its final Olympic campaign in China this week, starting with the unveiling of an inspiring symbol of unity and cultural collaboration called the "Unity Bottle." The two-meter tall, contoured Coca-Cola "Unity Bottle," jointly designed by Olympic Athletes Yao Ming and LeBron James, symbolizes the global harmony of the games.

Coca-Cola also broke a TV spot that dramatizes the Olympic passion of the Chinese people. "Shuang City" celebrates the transformation of Beijing into a center of excitement, pride, openness and refreshment, as fans and athletes together stream into the streets to create an unforgettable Olympic playground. Coke has adopted Shuang, a Chinese word that means both mental and physical refreshment, as its slogan in China.

In the ad, Olympic torchbearer and basketball star Yao Ming, who is sponsored by Coke, leads the "City of Shuang" residents to the starting place of the Olympic Games. The spot was created by Red Lounge, a dedicated team in Shanghai comprised of staff from all of Coke's roster agencies, such as Leo Burnett and Starcom MediaVest.

"Shuang City is the crowning glory of the Olympic journey of Coca-Cola in 2008," says David Brooks, VP of Coke's Beijing 2008 Olympic Games project group. "Our goal has always been to bring the unity and passion of the games to all the people of China and the world. We believe the Unity Bottle, this TV commercial, and our other Olympic initiatives announced today will fulfill the Olympic dream for consumers."

Three experiential venues will be established by Coke in Beijing to bring "real-life Shuang moments" to consumers in Beijing during the games, Mr. Brooks said. The Shuang Experience Center will be located at the Olympic Green. Shuang Zones at The Place, a major shopping center, and in Chaoyang Park, a popular recreational area, will feature interactive consumer exhibits, music, games, displays of Olympic memorabilia, and the opportunity to be photographed holding a real Olympic Torch. During the games a daily Golden Moments party will be staged at The Place, bringing together medal-winning athletes, celebrities and consumers.

To reach consumers who won't be in Beijing during the August games, Coca-Cola offers interactive programs at Over 57 million people participated in Coke's virtual online torch relay and 17 million photos were collected online by the company's Photo Montage program. The Coca-Cola Olympic song now has more than 260 million online listings.

One of the new web functions on Coke's China site is an interactive art suite called "Design the World a Coke," which was used by Yao Ming and LeBron James to design the Unity Bottle. Coke has also unveiled an interactive program featuring an online lucky draw to win a day with Olympic athletes from the Coca-Cola Olympic Star Team, including Yao Ming, world record hurdler Liu Xiang, Chinese diving queen Guo JingJing, table tennis champion Wang Liqin, rising basketball star Yi Jianlian and women's volleyball team captain Zhao Ruirui. Both digital activities started in early July, one month before the Aug. 8 opening ceremonies.

Diageo moves regional Guinness creative, including China, to BBDO
SINGAPORE--Diageo has moved the creative business for its Guinness brand in Asia, including Greater China, to BBDO Worldwide after BBDO pitched against incumbent Saatchi & Saatchi.

"Guinness is a key premium beer brand for Diageo globally and regionally. We've grown the brand with Saatchi, who has supported us through many significant campaigns through the time they've been with us and look forward to working with BBDO as we tap into their expertise in future," said James Thompson, Diageo's marketing director, Asia/Pacific, in Singapore.

Saatchi & Saaatchi will continue to lead the development and implementation of the global Guinness 250th birthday celebration campaign and remains responsible for Guinness creative in other regions such as Africa and the Caribbean.

Nokia retains Heartland and appoints Universal McCann
BEIJING--Nokia Corp. has split its media business in China between Heartland Media Group and Interpublic Group of Cos.' Universal Mccann. The move follows a six-way pitch that began last April between those two agencies as well as WPP Group's Kinetic, Omnicom Group's OMD, China Media Exchange, the holding company for Publicis Groupe's media agencies in China ( Zenith Media, Optimedia and Starcom MediaVest); and Dentsu. Heartland Media, a Chinese agency acquired by the Aegis Group division Posterscope late last year, was first appointed as Nokia's out-of-home agency in April 2005, according to Heartland's founder and CEO, Jay Lin.

Founder Computers appoints WE in Beijing
BEIJING--Founder Computers has appointed WE Marketing Group in Beijing to handle strategic and creative development of marketing communications for the company's consumer and business-to-business products. Founder makes desktop and laptop computers and peripheral equipment such as scanners and printers.

Founder, China's second-largest PC maker after Lenovo Group, wants to strengthen its marketing communication in China "to push high-speed growth and build new equities of youthfulness and trendiness into the brand," said Josh Li, managing director of WE's Beijing office.

The win follows a pitch against the incumbent, a local agency called Exis. Media planning and buying were not included in the assignment and will continue to be handled in-house by Founder.

P&G To Advertise On China
BEIJING--Procter & Gamble has signed a one-year deal with the Chinese-language version of, a resource site that consumers visit for expert advice and information. The deal is's first major advertising tie-up in mainland China. P&G will promote its Safeguard and Olay brands to consumers via display ads on China (

The Chinese site has more than 130 grassroots experts, or "guides," who have written on more than 1,000 topics in seven channels (Fashion, Food, Health, Hobbies, Pets, Digital and Travel). Topics include cosmetics, women's fashions, yoga, dieting, soups, outdoor sports, mental health and Japanese toys.

Motorola and Kodak launch Motozine ZN5

BEIJING--Motorola and Eastman Kodak Co. have teamed up in China to launch Motozine ZN5, a phone that combines Motorola's phone and camera hardware with Kodak's imaging technology and allows consumers to easily create and share visual content. The launch marks the first phone developed in cooperation between the two American companies, although they have worked together on photo printing initiatives in the past.

"Today's creative consumers not only want to be the photographer, but also the retoucher, the exhibitor and the critic," said Jeremy Dale, Motorola's corporate VP, mobile devices marketing in Chicago.

The handset is pre-loaded with Kodak's Easyshare software and allows access to Kodak's digital gallery and other web-sharing sites, where pictures can be moved off the device, to be posted online or printed.

The Motozine ZN5 phone model debuted in China this month and will roll out in other markets later this year. In the mainland marketing campaign, called "A Day in the Life of the World," eight photographers documented a different city during a 24-hour period using the Motozine ZN5 handset. The photographers were Jonathan Leijonhufyd (Beijing), Alex Bloom (Sydney), Cyrus Dastur (Mumbai), Daniel Arantangy (Sao Paulo), Matt Baker (London), Phillip Angert (New York), Fernanda Roel (Mexico City) and Yulia Borodina (Moscow).

The key purpose of the "Day in the Life" project creating a tangible way to prove in every marketing channel that the ZN5 camera is the first phone that can replace a digital camera. The photos will be used in upcoming Motorola advertising.
Most Popular
In this article: