英文：可口可乐如何把#此刻是金# 在中国本地化？
Kenneth 今天才在外网看到Adage 在5月有关可口可乐 #此刻是金# 的奥运本地化广告，发现所分析的与我之前说的还是蛮一致的。
在众多赞助当中，可口可乐作为营销界的老司机，这一届的广告也是有蛮大胆的概念突破。在此前，你会看到不少赞助商都是往“冠军”、“金牌榜” 的概念作为关注，但可口可乐却已经突破“唯金理论”的看法，让大家重新定义什么才是 “此刻是金”。
很多专家都说，这次奥运会最大的突破就是大家对于运动员的支持更宽容，对于国家强大的概念不需要以奥运奖（jin）牌来体现。
但这一切一切的改变，其实可口可乐的广告已经早就预告了，并提前迎合年轻人的新价值观，或者是说，引导社会价值观的改变。
这，就是让Kenneth尊敬可口可乐这个老品牌营销的原因。
How Coca-Cola Adapted Its Olympics Campaign for China
The 2016 Message: 'Gold' Isn't About Winning at All Costs
By . Published on .
At the 2012 Olympics, Chinese swimmer Sun Yang had a bad start to the 1,500 meter freestyle race, plunging into the water before the signal. But officials cleared him to try again; he looked into the stands and saw his mother place her finger to her lips, a signal for him to calm down and focus. He won gold and set a world record. Later, on his Weibo microblog, he thanked his parents for their support.
Coca-Cola and McCann Worldgroup were inspired by the relationship between Mr. Sun and his parents, and stories from other athletes, in their China campaign for this summer's Olympic Games in Rio de Janeiro. It's the local interpretation of Coke's global "That's Gold" marketing platform for the Olympics; the idea is that "gold" isn't about winning for winning's sake, it's about sharing a dream or goal with family, friends, coaches and teachers.
https://v.qq.com/txp/iframe/player.html?vid=i0300j3u4ec&width=500&height=375&auto=0The campaign is an example of how marketers in China try to tap into the national zeitgeist（Kenneth按：时代精神、时代思潮). China experienced years of fast-paced economic growth and development; growth has slowed, and the government has pushed to rebalance the economy to something more sustainable. That feeling has trickled down to ordinary people too, with a sense that after years of striving to get ahead, it's time to take stock of what's important.
"People are trying to lead a more balanced life – it's not about winning at any cost," said Richard Cotton, head of creative excellence for Coca-Cola China.
More of the campaign will roll out this summer; this piece of it focuses on three stories around Chinese athletes. There's swimmer Mr. Sun, who "told us that his parents go to every swim meet, every race, every practice, everything he's done since he joined the Chinese swim team," said Cia Hatzi, McCann Worldgroup regional business director for Coca-Cola, who recounted the story about Mr. Sun spotting his mom in the stands in 2012. "She felt her son's nervousness and gave him the courage to focus."
There's volleyball player Zhu Ting and her relationship with coach Lang Ping, nicknamed the "Iron Hammer," and the Chinese 4X100 track and field team, whose members have trained together since childhood.
One of the commercials, airing on TV and digital, focuses on the athletes.
A second one includes the athletes along with ordinary people and pianist Lang Lang, who composed the music for the spots. He has a special relationship with his 87-year-old teacher Yafen Zhu, who started teaching him when he was 3.
Online reaction has been warm; a few commenters were surprised to see Olympic athletes drinking Coke in the spots. (They're all Coke fans, Mr. Cotton says, adding, "We're not saying, 'drink a Coke and compete,' we deliberately put the consumption off the field of play, at a natural moment when you would want to have that Coke" -- celebrating with family and friends.) （Kenneth按：这里解释也蛮搞笑的，虽然也是说的有点对）
Coca-Cola partnered with internet giant Tencent and its social network Qzone, which has 588 million monthly active users. It has a feature similar to Facebook's "On This Day," which offers prompts about memories people have shared in the past. Coke is sponsoring the memories, turning them into Gold Moments. Mr. Cotton says that's "a much more personal way of bringing the campaign to life."
https://v.qq.com/txp/iframe/player.html?vid=j03048akpht&width=500&height=375&auto=0