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. The Blake Project’s Chief Brand Licensing Strategist, Pete Canalichio directed the sponsorship and brand licensing activities in conjunction with the Vancouver, Salt Lake, Nagano, and Atlanta Games. He negotiated numerous sponsorship and licensing agreements with high-visibility athletes and professional sports organizations, including MLB, NHL, NASCAR, and the FIFA World Cup.
The 2010 Olympic Winter Games presented a high degree of complexity and an aggressive timeline. With only 9 months remaining before the start of the games in Vancouver we were selected to lead the execution of Coca-Cola’s co-branded licensing program, working closely with Monica Netupsky, VANOC’s (Vancouver Olympic Committee) Licensing Manager, to gain their support and cooperation. To overcome the delayed start, Pete worked with Coca-Cola, VANOC, the manufacturers and retailers to "parallel path" the program's multiple project phases. The co-branded program, which complimented VANOC'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 VANOC merchandise was sold through the Olympic Superstore inside a leading Canadian retailer's Vancouver flagship store, at designated Official Olympic stores throughout British Columbia and online at www.Vancouver2010.com.
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.
We also assisted in the design, contract negotiation and execution of three Coca-Cola Olympic Pin Trading Centers, which were located at the Olympic Superstore, the Vancouver Airport and at the local CTV affiliate. This was a first for Coca-Cola to operate a pin-trading center inside an existing retail store, at an airport or within a television station.