Innocent joins Coke as Olympic sponsor

Innocent is to join its majority stakeholder Coca-Cola by becoming an official sponsor of the London 2012 Olympic and Paralympic Games.

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The sponsorship is likely to include health and sustainability focused messaging and will see the smoothie maker include the Olympic rings on its packaging.

Innocent, which is 60% owned by Coca-Cola, will launch a “significant” Olympic activation campaign including on-pack promotions, events and in-store and digital activity.

The sponsorship takes advantage of Coca-Cola’s long-standing global partnership with the International Olympic Committee, but marketing activity will be separate.

In a statement, the brand says: “It’s a great fit for us as we’re a London company with strong health and sustainability credentials. The London 2012 Olympics will be the most sustainable ever and are all about getting people active and healthy – which is what we are all about.”

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