Case Study

The Coca-Cola Company

Coca-Cola (coca-cola.com) Coca-Cola is the world’s largest beverage company and is widely regarded as the number one brand in the world. For decades it has had an aggressive brand licensing and Olympic sponsorship strategy. In 2014 The Blake Project was selected to lead the execution of Coca-Cola’s co-branded licensing program.

The Olympic Winter Games in Sochi presented a high degree of complexity and an aggressive timeline. We were brought in with only 9 months remaining before the start of the games. We worked closely with the Olympic Committee's Licensing Manager to gain their support and cooperation. To overcome the delayed start, we worked with Coca-Cola, SOCOG, the manufacturers and retailers to "parallel path" the program's multiple project phases. The co-branded program, which complimented SOCOG's single branded program, featured six licensees, eight categories of merchandise, and over 150 different apparel and hard line SKUs. All of the apparel was made with recycled PET (plastic bottles) and the hard lines were either made from recycled materials or were recyclable. The co-branded Coca-Cola SOCOG merchandise was sold at designated Official Olympic stores and online.

Through our efforts not only were we able to deliver an integrated licensed merchandise program, we were able to quadruple Coca-Cola’s original conservative retail revenue projections. The Blake Project also assisted in the design, contract negotiation and execution of the Coca-Cola Olympic Pin Trading Center.