Coca-Cola to host torch relay concerts

Coca-Cola is staging four free concerts along the 2012 Olympic torch relay route in Cardiff, Leeds, Glasgow and Birmingham to celebrate the nation's young torchbearers.

Coke to stage four music gigs across UK
Coke to stage four music gigs across UK

The Move to the Beat concerts will take place in Cardiff’s Cooper’s Field on 25 May, Glasgow’s George Square on 8 June, Temple Newsam Park in Leeds on 24 June, and Cannon Hill Park in Birmingham on 30 June.

The gigs will be headlined by top UK music acts; the full line will be confirmed in the coming months.

James Williams, director, Coca Cola Northwest Europe & Nordics, said: "London 2012 represents the most ambitious sponsorship activity in our 84-year history as a worldwide Olympic partner. We know that music brings people together in celebration and we’re delighted that by fusing music and sport, we’re giving young people even more opportunities to participate in the magic of London 2012."

Meanwhile, Coca-Cola Great Britain has backed the launch of a new Experiential Marketing Code of Conduct in the UK.

The code, which launched on Friday, was developed by the Institute of Promotional Marketing (IPM) to strengthen the protections for consumers and marketers in the UK.

Paul Dwan, assets and experiential, Coca-Cola Great Britain, said: "We’re pleased to have been working with the IPM to develop and launch the new code of conduct in the UK, advancing the regulations that are in place within the industry.

"Experiential and sampling activity is a big part of Coca-Cola Great Britain’s marketing strategy, across our portfolio of brands. We take our products to the hands of consumers in new and exciting ways to drive brand engagement as well as product trial, and we look forward to continuing to do this under the new code."

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