Coca-Cola has launched a new global campaign for the London 2012 Olympic games, fronted by award winning producer Mark Ronson, which is aimed at inspiring teen involvement with sport.
Move to the Beat, will see Ronson working with five global Olympic ambassadors and singer Katy B on a new music anthem, which will provide the soundtrack for TV commercials, mobile and digital platforms and Coca-Cola events during the Olympic games.
An additional 60-minute behind-the-scenes documentary will uncover the creation of the track as Ronson journeys across five countries and four continents to work collaboratively with the Olympic hopefuls to develop unique sounds for the song.
A global TV commercial featuring Mark Ronson, Katy B and the five athletes will debut in the early part of 2012, with the song released worldwide as a single.
“The number one passion point for teens is music,” said Shay Drohan, Senior Vice President of Sparkling Beverages at The Coca-Cola Company. “Through Move to the Beat, Coca-Cola is inspiring teens around the world to move to the beat of London and come together in the biggest Olympic Games activation in our 84-year partnership.”