While athletes compete on the ice and in the snow, the unofficial sport of the Olympic Games is pin trading. The official sponsor of the Olympic Games is Coca-Cola, so what happens when you pair the iconic tradition with the iconic brand? Real magic.
Tucked away in the heart of Cortina lies a small restaurant that carries an integral part of the Olympic Games. At Bar Dolomiti, when you purchase a bottle of Coca-Cola, you get a limited edition mystery pin pack.
These limited-edition enamel pins are shaped like postage stamps, each highlighting a different Olympic Games location: Anterselva, Bormio, Cortina, Livigno, Milano and Predazzo. The pins also showcase some key components of the locations, such as mountains, trams, the biathlon, and of course, the signature Coca-Cola bottle.
The mystery component and the pins’ exclusivity continue to bring back customers as they aim to collect them all. The pins are available at only a few locations, making them highly sought after.
So, not only is this great for business, but it’s also a great marketing technique. Coca-Cola was strategic with its audience and knew what would appeal to the masses at the Olympic Games.
Last summer, Coca-Cola came to Cortina looking for a place to set up its sponsorship.
“They decided this was the right place for the pins, and we work a lot thanks to Coca-Cola and these pins,” said one of Dolomiti’s employees.
Coca-Cola’s sponsorship has helped Dolomiti’s business, bringing in eager pin collectors.
Dolomiti has the Games streaming on a TV at all times, so it’s a great place to settle down, grab a Coke, and watch the Games. While people continue to trade pins from around the world, even with language barriers, Coca-Cola is universal to all.
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