Coca-Cola To Rio, to Tokyo! Summer Campaign Starts!

This campaign is part of the global "Taste the Feeling" campaign the Coca-Cola brand has been running since January 2016. Under the concept "Taste the Gold Moment with Coca-Cola," it encourages people to share athletes' shining moments (Gold Moments) and the excitement and joy (Gold Feelings) they bring with family and friends over Coca-Cola, and to enjoy the Rio Games.

To mark the campaign's launch, Coca-Cola and Coca-Cola Zero have released limited-edition RIO 2016 design bottles. These bottles feature a gold medal-inspired design, with the PET bottle labels displaying various sports-related phrases. Additionally, Coca-Cola launched a promotion offering prizes like tickets to the 2020 Tokyo Olympics. It also began airing two new TV commercials: "Gold Action" and "Gold Bottle." The "Gold Action" commercial features former swimmer Kosuke Kitajima, who has been appointed as Coca-Cola's Chief Olympic Officer. The "Gold Bottle" commercial features swimmer Tsuki Imai, who has qualified for the Rio Games.

The three announced their "world's best [something] to challenge this summer," inspired by phrases on the gold bottles. Kitajima chose "Super Feels Great" from over 100 messages. "I'll restart training for summer to get my nice body back and experience super-feels-great moments," he said. In response, Miyasako, holding a bottle with the word "Support," said, "I'll support Kitajima-san in his goal to keep training even after retiring." Hotohara, who recently feels neglected by his 4-year-old daughter, chose a bottle saying "Do My Best" to improve their relationship. Kitajima tried to convey his feelings to Hotohara with a "Burn Out Completely" bottle, but Hotohara immediately quipped, "Is it bad if my relationship with my daughter burns out completely!?", making everyone laugh.