VIDEO: Q&A with Coke's global Olympics marketer

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Wednesday, 08 August 2012 11:28AM

Claudia Navarro, Coca-Cola's global director of marketing for the Olympic Games, speaks to Marketing about the brand's learnings from London 2012 and strategy for the next Olympics.

Claudia Navarro: Coca-Cola's global director of marketing for the Olympic Games

Claudia Navarro: Coca-Cola's global director of marketing for the Olympic Games

The interview took place at the filming for Coke's television show 'Beat TV', which is running throughout the Olympics.

The show, which on Monday (6 August) featured Team GB gold medallist Jessica Ennis and rapper Ludacris, has had 3,967 mentions on Twitter so far.

Here Navarro talks about the short- and long-term results of the company's 'Move To The Beat' campaign and teenagers' engagement with features such as 'Beat TV'; how Coke's current activity will run in support of the Paralympic Games; the difficulties overcome while developing Coke's global marketing push, and how Coke's activation will move forward into the next Olympic Games.

This article was first published on marketingmagazine.co.uk

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