Coca-Cola literally embraces diversity at Paris 2024 adobo Magazine [Video]

PARIS, FRANCE — Coca‑Cola believes “it’s magic when the world comes together” at the Olympic and Paralympic Games. In July, the brand unveiled an emotive, unifying campaign showcasing the power of sport to embrace our differences and foster cross-cultural connection as athletes and fans gear up for Paris 2024.

The most pure, universal gesture of acceptanceand inclusion — a hug — serves as the creative centerpiece of the multi-channel campaign. A powerful brand film draws inspiration from iconic moments of coming together between competitors at past Olympic and Paralympic Games.

The story starts with a nod to Tokyo 2020, where swimmers Lilly King, Kaylene Corbett, and Annie Lazor embraced Tatjana Schoenmakerafter her world record-breaking 200-meter breaststroke performance. As the foursome embrace in a packed Paris 2024 arena, a lady in the crowd sipping a Coca‑Cola is inspired by the touching moment and feels compelled to do the same. She embraces a vendor in the stands, sparking …