Being selected to carry the Flame will mean a place in Olympic Gameslegacy, as the tradition was first observed at the earliest Olympic Games in Ancient Greece.
The Torch will be lit from the heat of the sun in Olympia and will travel around Greece for five days. It will then be brought to the UK and the Olympic Torch Relay will start at Land’s End, Cornwall on the morning of 19th May, 2012. The Olympic Flame is expected to travel an estimated 8,000 miles around the UK, giving thousands of communities and individuals their moment to shine as the Olympic Flame comes to a place near them. The Olympic Flame will then arrive at the Olympic Stadium on 27th July, 2012 for the lighting of the cauldron at the Opening Ceremony, signifying the start of the London 2012 Olympic Games.
There will be 8,000 Torchbearers on this incredible journey, passing the Flame between them, and it is estimated that 95 per cent of the population will be within a one hour journey time of the London 2012 Olympic Torch Relay.
To reflect Coca‑Cola's support for the London 2012 Olympic Games and the communities we operate in, we intend to use the London 2012 Olympic Torch Relay to shine a light on the best of British youth and encourage people to get involved in their local communities. We look forward to giving young people from across the UK the chance to carry the Olympic Flame.
Coca-Cola has unveiled its "beat fleet", the five cars and buses, including a Mini from fellow sponsor BMW, which will accompany the Olympic flame around the UK.
Coca-Cola: rolls out the 'beat fleet'
The fleet will travel between 30-minutes and eight-hours ahead of the Olympic flame, handing out special edition commemorative Coke bottles and memorabilia.
Accompanying MCs and music, including Coke's own Olympic anthem 'Anywhere in the World', will entertain spectators. One vehicle, travelling 30-minutes behind the flame, will act as a mobile recycling unit.
Coca-Cola is a presenting partner of the Olympic torch relay alongside Samsung and Lloyds TSB. The relay begins at Land's End on 19 May.
Last June the soft drinks giant ran
Zoe Howorth, market activation director, Coca-Cola GB, told Marketing that the large-scale experiential tour of the UK will add to the brand's "credibility".
Speaking about marketing to Coke's youth audience, she said: "Experiential is at the forefront of my mind. The torch relay will be a lifetime memory and will bring value and credibility to Coke’s activity."
In February it launched 'Move to the Beat', its global
