CorpComms Magazine

Coca-Cola has enlisted the help of music producer Mark Ronson and singer Katy B (real name Katy Brien) to help it with its campaign in the build-up to the London 2012 Olympic games.

The campaign, called Move to the Beat, is seeking to tap into the global youth market by teaming well-known UK artists with young atheletes.

The company is combining a sport-inspired anthem created by Ronson and Brien with a documentary prior to the global release of the single. The drinks manufacturer says the ditty will then provide the soundtrack for TV commercials, mobile and digital platforms and Coca-Cola events during the Olympic Games.

The company has also recruited five athletes from different countries to help raise the profile of the campaign, including Darius Knight, a 21-year-old table tennis player from the UK and David Oliver, a 29-year-old hurdler from the US.

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