As the official brand sponsor of the 2016 China Olympic Swim Team, Ice Dew Chun Yue by Coca-Cola China developed custom packaging for all bottle sizes to highlight three Olympians and these athletes’ quest to win big at this year’s Summer Olympics in Rio de Janeiro.
Special packaging and point-of-sale (POS) combines Chun Yue’s unique identity with authorized Olympic elements to convey the drink’s goal of creating relaxing and enjoyable moments of happiness. In a country where food and water safety cannot be taken for granted, Ice Dew Chun Yue sales are helping fund projects that will bring safe drinking water to schoolchildren throughout rural China. The 2016 Chinese Olympic Swim Team was selected to endorse this product because they are seen as the foremost “water experts,” since they “live in water.” Chun Yue hired Ivie Asia to help design packaging that conveyed the brand as being socially responsible and able to meet the standards of the Chinese Olympic Swim Team. During the 2016 Summer Olympics, Ice Dew Chun Yue will bring to life personal stories, messages and experiences by using water as the creative medium to convey TRUST.
The team began by thoroughly researching the Rio Olympics’ VIS and then helped develop different Olympic variations that would communicate the brand’s positioning. Special attention was given to the athletes. Multiple poses were studied, some in heroic podium poses and some action poses in the water.
Ivie Asia traveled to Kunming to provide extensive art direction during the photoshoot of athletes, both in and out of the water. Because of the complexity of the final visuals, multiple images of the athletes and water had to be combined digitally to create what you see on packages, in-store, on bus stands and elsewhere. Ivie Asia was fortunate to handle all aspects of this campaign from concept through production art, sampling, and onsite press checks.
Best of luck to the 2016 China Swim Team, and to Coca-Cola’s Chun Yue for their support.