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ITALY – COCA-COLA LAUNCHES MILANO CORTINA 2026 CAMPAIGN WITH WPP OPEN – OGILVY. AN INTEGRATED STRATEGY COMBINING COMMUNICATION, EXPERIENCE, DIGITAL AND OOH. THE PEAK, THE IMMERSIVE SPACE IN MILAN, CORTINA AND LIVIGNO, TURNS THE GAMES INTO A SHARED MOMENT
An extensive and far-reaching integrated plan that combines emotion, on-the-ground presence, digital innovation and consumer participation, becoming the largest brand activation in Italy by Coca-Cola in recent decades. Media planning by WPP Media. The Peak concept and creation by ALL, Part of Uniting Group.
Coca-Cola, a historic partner of the Olympic Movement since 1928, is preparing to experience one of the most exciting moments of recent years together with the country through an unprecedented communication campaign dedicated to the Milano Cortina 2026 Olympic and Paralympic Winter Games. The initiative is an integrated, widespread and highly coordinated plan that combines emotional storytelling, strong territorial presence, digital innovation and consumer engagement.
Within this broad and coordinated strategy, Coca-Cola is evolving its marketing approach to make it even more human, connected, local and innovative. Milano Cortina 2026 represents the ideal context to demonstrate how a global brand can connect with people in an authentic and emotional way.
The entire creative framework is built on a powerful insight: winter sports create a unique collective emotion, a moment when everyone holds their breath waiting for what is about to happen. From this comes the concept driving the campaign: “Holding your breath? Refresh to recharge. Time for a Coca-Cola.” The idea transforms that suspended moment into an invitation to share and participate, uniting audiences and athletes in the same emotional experience.
This concept is expressed through a simple and universal idea: whenever there is a need to recharge, it’s time for a Coca-Cola. During Milano Cortina 2026, the entire beverage portfolio — from Coca-Cola to Powerade, Lurisia and many others — will accompany and refresh fans and athletes, celebrating sport, inclusion and joy.
The vision extends well beyond Olympic venues thanks to a combination of digital engagement, immersive activations and contemporary storytelling designed to reach people wherever they are. Running from January 12 to February 22, the campaign unfolds across a multichannel ecosystem including TV, online video, social media and OOH.
The media plan also features two TV spots during the Opening Ceremony of the Milano Cortina 2026 Winter Olympic Games. On the OOH side, the plan is one of the most ambitious ever executed by the brand in Italy, with high-impact placements in high-traffic areas and iconic formats such as dominations in Piazza Duomo in Milan and on the iconic Ponte della Ferrovia in Cortina d’Ampezzo.
“We believe the true Olympic spirit lives in the moments we share, and this campaign is a journey of emotion and participation,” said Andrea Bombrini, Marketing Director Olympic and Paralympic Winter Games Milano Cortina 2026 at Coca-Cola. “With Milano Cortina 2026 we decided to connect all our touchpoints — from TV to OOH dominations, from digital to experiences and consumer promotions. Our goal is to celebrate the Olympic spirit and invite everyone to live it with us, recharge and share unforgettable moments.”
Coca-Cola aims to create shared spaces and experiences that amplify Olympic energy and spirit, enabling everyone to feel part of the Milano Cortina 2026 Olympic and Paralympic Winter Games. Alongside the emotional storytelling and visual impact of the campaign comes The Peak, Coca-Cola’s immersive space open free to the public in Milan, Cortina and Livigno.
In Milan, The Peak takes the form of a 900-sqm space in the heart of the city, designed to make the Winter Games experience tangible through interactive content, engaging activities, historical memorabilia and multimedia installations that bring the Olympic spirit to life. The installation is open from February 6 to March 14.
A dedicated PR and social media plan, together with the involvement of creators and influencers, supports traffic to the space, amplifying its visibility and turning it into one of the brand’s symbolic presences during Milano Cortina 2026.
By combining digital engagement, immersive activations and contemporary storytelling, Coca-Cola reaches people everywhere — at home, in fan zones and during public celebrations — integrating paid, owned and earned media into a continuous narrative centered on emotion and participation.
In parallel, a national promotion (January 8 – February 27) invites consumers to participate in a contest offering a daily €500 voucher for sports equipment, with the final prize being the opportunity to travel to one of the world’s major Olympic cities. The plan is supported by radio, digital, social addressable TV and Spotify.
Completing the communication ecosystem are contents created by a squad of talents and creators, who will experience the magic of Milano Cortina 2026 together with Coca-Cola.
Within this large-scale communication plan, sustainability also plays a key role. To raise awareness about recycling and encourage the collection of packaging, Coca-Cola developed a widespread communication program supported by impactful OOH placements, as well as digital and social content — both video and static — deployed nationally and in areas close to Olympic venues.
The call to action is clear and direct: collect bottles so they can have a new life through proper recycling.
CREDITS
Campaign: “Holding your breath? Refresh to Recharge. Time for a Coca-Cola”
Agency: WPP Open X led by Ogilvy Paris
Global Creative Directors: Thibault Michal & Yann-Gaël Cobigo
Copywriter: Axel Goethals
Art Directors: Camille Covemaeker, Margaux Bazin
Motion Designer: Emma Colongue
Senior Business Partner: Thomas Crouzet
Account Managers: Kathline Lebrun, Kenza Mehloub
Account Executive: Eva-Rose Cordier
Production – Hogarth
Creative Producer: Margaux André
Sound Producer & Music Supervisor: Remy Dorne
Sound Design: Badje, Nicolas Brandel, Louis Vergoby
Sound Engineers: Nicolas Brandel, Louis Vergoby
Production & Post-Production – BIG
Directors: Adrien Lagier & Roman Bellity
Executive Producers: Kasia Staniaszek & Raphael Carassic
Line Producer: Robin Lavaud
Production Coordinator: Julia Coste
DOP: Charlie Nazmjou
Photographer: Nicolas Prado
Stylist: Marion Brillouet
Casting: Ho Studio
Casting Director: Julie Navarro
Editor: Titouan Simard
Grading: Herve Bays
FX: Aymeric Rochas
After Effects: Mickael Lauret
Post Producer: Indiana Bigot
Media Planning: Essence Mediacom Italia
Concept and Creation of The Peak: ALL, Part of Uniting Group