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Paris 2024Best marketing campaigns
Junior Account Executive Paddy Crossan picks out some of the best Paris 2024 marketing campaigns.
17/03/2025
Coca-Cola
When there’s a marketing opportunity to be pounced on, Coca-Cola are never far away. They are an official partner in Paris, having been so since their sponsorship of Amsterdam 1928, and their link with the Olympics is ever-strengthening.
This year their ad campaign has seen them hone in on the theme of unity, with their campaign slogan “It’s Magic When the World Comes Together” appearing at the end of their new advert.
The video depicts a moment from the last Games, where swimming champion Tatjana Schoenmaker is embraced by her rivals, Lilly King, Kaylene Corbett and Annie Lazor, after breaking the world record for the fastest 200m breaststroke.
They have combined this with the release of new cans, which when placing two together depict a hug. We’ve seen bottle and can adaption work for Coca-Cola before when putting names on bottles and this is another smart move from the company – only this time it requires the customer to buy two cans!
Bridgestone
Whether you know them best for their tyres or their golf balls, Bridgestone are looking to leave their mark on Paris 2024 by launching their very own team!
While athletes won’t compete under the Bridgestone name, and sponsorships on clothing aren’t allowed, they have cleverly manufactured a roster of athletes from across the globe who they feel “reflect the company’s belief that empowering people of all abilities to perform at their best is What Really Matters”.
In total, the Team Bridgestone roster consists of 40 athletes across nine countries and over 20 sports. It also spans both Olympians and Paralympians, with star names such as Adam Peaty and Daniel Romanchuk featuring.
The roster was selected in line with Bridgestone’s E8 Commitment, which consists of eight Bridgestone values starting with the letter "E" (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, Empowerment).
This is not a new campaign with Bridgestone initially collaborating with Tokyo 2020, providing customised tire rubber for gloves and prosthetic running blades, as well as custom wheelchair tennis tires for Manami Tanaka, a Team Bridgestone ambassador and Bridgestone employee.
Athleta
The popularity of female sports has grown exponentially in recent years, not least in the Olympics, and Athleta have capitalised on this with their “Power of She” campaign.
Their ad for Paris 2024 features Simone Biles who, along with household names such as Katie Ledecky, is a member of the brand’s “Power of She collective”. During her time with the brand, Biles has partnered with Athleta on developing a wide range of products.
The ad shows Biles practicing a routine in an empty gym, whilst she narrates the video. Throughout the video Biles says, “We are here for deep breaths and running starts. For bold choices on big stages. For pounding hearts and personal bests. For hearing yourself over the crowd — and landing in your power. We are here.”
Having previously been questioned why she attempts such bold moves in her routines, Biles simply responded, “Because I can”, and this campaign reflects that element of defiance and empowerment.
Coca-Cola
When there’s a marketing opportunity to be pounced on, Coca-Cola are never far away. They are an official partner in Paris, having been so since their sponsorship of Amsterdam 1928, and their link with the Olympics is ever-strengthening.
This year their ad campaign has seen them hone in on the theme of unity, with their campaign slogan “It’s Magic When the World Comes Together” appearing at the end of their new advert.
The video depicts a moment from the last Games, where swimming champion Tatjana Schoenmaker is embraced by her rivals, Lilly King, Kaylene Corbett and Annie Lazor, after breaking the world record for the fastest 200m breaststroke.
They have combined this with the release of new cans, which when placing two together depict a hug. We’ve seen bottle and can adaption work for Coca-Cola before when putting names on bottles and this is another smart move from the company – only this time it requires the customer to buy two cans!
Bridgestone
Whether you know them best for their tyres or their golf balls, Bridgestone are looking to leave their mark on Paris 2024 by launching their very own team!
While athletes won’t compete under the Bridgestone name, and sponsorships on clothing aren’t allowed, they have cleverly manufactured a roster of athletes from across the globe who they feel “reflect the company’s belief that empowering people of all abilities to perform at their best is What Really Matters”.
In total, the Team Bridgestone roster consists of 40 athletes across nine countries and over 20 sports. It also spans both Olympians and Paralympians, with star names such as Adam Peaty and Daniel Romanchuk featuring.
The roster was selected in line with Bridgestone’s E8 Commitment, which consists of eight Bridgestone values starting with the letter "E" (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, Empowerment).
This is not a new campaign with Bridgestone initially collaborating with Tokyo 2020, providing customised tire rubber for gloves and prosthetic running blades, as well as custom wheelchair tennis tires for Manami Tanaka, a Team Bridgestone ambassador and Bridgestone employee.
Athleta
The popularity of female sports has grown exponentially in recent years, not least in the Olympics, and Athleta have capitalised on this with their “Power of She” campaign.
Their ad for Paris 2024 features Simone Biles who, along with household names such as Katie Ledecky, is a member of the brand’s “Power of She collective”. During her time with the brand, Biles has partnered with Athleta on developing a wide range of products.
The ad shows Biles practicing a routine in an empty gym, whilst she narrates the video. Throughout the video Biles says, “We are here for deep breaths and running starts. For bold choices on big stages. For pounding hearts and personal bests. For hearing yourself over the crowd — and landing in your power. We are here.”
Having previously been questioned why she attempts such bold moves in her routines, Biles simply responded, “Because I can”, and this campaign reflects that element of defiance and empowerment.
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