August 2008
As nationwide excitement for “08.08.08” and the opening of the Beijing 2008 Olympic Games hits its peak, China’s extraordinary era of “Shuang” also is reaching a crescendo.
Coca-Cola (China) Beverages Ltd. nearly two years ago launched an array of host country marketing programs themed to the Mandarin expression "Shuang" [ ? ], meaning complete physical, emotional and spiritual refreshment.
With the Olympic Games ready to begin, Coca-Cola and its partners have put the finishing touches on plans to further connect Chinese residents – as well as visitors from around the world – with memorable “Shuang experiences” during the most- anticipated international sporting event in history.
“We’ve used Shuang to describe the tremendous passion, pride and excitement felt by all Chinese citizens as hosts of the 2008 Olympic Games,” said David G. Brooks, general manager, 2008 Olympic Project Group, Coca-Cola (China) Beverages Ltd.
“All our marketing initiatives for the Games have been centered around the themes of unity, cultural connections, and celebration of Olympic spirit around the world. Guests coming to Beijing will not be disappointed by the sheer amount of excitement that Coca-Cola is providing during this global event.”
The exhilarating era of Shuang (pronounced “shwäng”) in China has complemented the global marketing campaign, “Live Olympic on the Coke Side of Life,” for the Beijing 2008 Olympic Games. The global campaign centers on optimism and the Olympic spirit of positivity in daily life.
GAMES-TIME ATTRACTIONS & EVENTS
Coca-Cola has created a medley of experiential venues – featuring concerts,
parties and other special events, interactive exhibits, games, athlete and celebrity appearances, Olympic pin trading, memorabilia displays, environmental exhibits and more – to bring “Shuang moments” to life for fans in Beijing during the Olympic Games.
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