With the majority of the sports world fixated on Miami and this year’s Super Bowl match-up — Geaux Saints! — another major sporting event is about to commence as well. February 12 marks the opening ceremonies for the 2010 Vancouver Olympic Games. Although I am partial to the summer games, I will tune in to the winter games, at some point, to watch the snowboarding and ski jumping competitions. The hype and history surrounding these events is hard to ignore, so it was very interesting to learn about Coca-Cola‘s energizing initiative to go completely green at the 2010 Olympic Games.
The company’s “Live Positively” platform concentrates on sustainability and its “commitment to make a positive difference in the world by redesigning the way we work and live so sustainability is part of everything we do.” Coca-Cola’s environmental awareness is demonstrated through its sponsorship efforts in Vancouver. For example, Coke’s PlantBottle (made from 30% plant-based materials and still 100% recyclable) will be utilized for certain beverages, while compostable cups and lids will be used for coffee. Coca-Cola’s Olympic Torch Relay staff and Olympic Games personnel will wear uniforms made entirely of recycled bottles. Hmm, I sure hope these environmentally-friendly uniforms withstand the frigid February temperatures in Vancouver. If not, can you say “brrrr?” Menu boards will also be constructed from recycled materials and beverages will be delivered by electric carts and hybrid vehicles. Furthermore, approximately 1,500 coolers will utilize eKOfresh technology that will virtually eliminate direct greenhouse gas emissions and reduce indirect emissions too.
However, going green isn’t always easy. Coca-Cola had some trouble locating enough heavy-duty hybrids for the Olympic Games and had to have some vehicles specially brought into Vancouver. In addition, a new waste stream had to be created for the recommended compostable lids and cups. Not a simple task according to Coca-Cola executives, but, to their credit, they remained optimistic and figured out the necessary solutions. These efforts speak to Coca-Cola’s steadfast focus on sustainability, while possibly adding value to their brand perception.
Consumers are expecting more when it comes to the notion of environmental sustainability, and the Olympic arena provides a global canvas for Coca-Cola to market its zero-waste, carbon-neutral sponsorship. According to Benjamin Seeley, head of marketing communications for the International Olympic Committee, “The Vancouver Organizing Committee was the first to incorporate sustainability into its mission statement and fully embed sustainability into its operations.” It looks like Coca-Cola chose the appropriate forum to launch its unique sustainable sponsorship. Could this now signify a shift in the view of corporate sponsorships? Will a sustainability package be a significant component of potential deals? Coca-Cola’s intentional environmental approach could possibly lead to the future formation of more sustainable sponsorships.
but where is the dead cyclops with the happy face smile??? Please post the “live positively” logo/ mascot/ icon.
Great article! In fact all of your posts have been great. I can only imagine what type of “paper/waste trail” these types of events have created in the past. Let’s hope it works out for the people in Vancouver.