Its going to be tough being seen among the crowds at next year's Olympics. And that goes for the sponsors too.
Coca-Cola has found an original way to stand out by associating itself with the landmark Beijing National Stadium, popularly known as the Bird's Nest stadium because of its nest-shaped structure (pictured).
The US giant has hit upon the idea of making the badges it plans to issue to commemorate the Olympics out of the same batch of steel used to make the stadium.
Earlier this year, Coca-Cola hosted a delegation from China, including the team responsible for building the stadium at its global headquarters in Atlanta, Georgia.
The Chinese team presented a gift of a section of steel weighing over 500kg which came from the same batch as used in the construction of the Bird's Nest stadium.
The section of steel will remain on display at the world headquarters of Coca-Cola in Atlanta as a lasting memento of the 2008 Beijing Olympic Games.
Reflecting the corporate world's current obsession with environmental credentials, Coca-Cola claims that by reusing leftover steel to make the badges it is “supporting the pursuit of a Green Olympics. ” Perhaps.
But a more lasting and effective green statement would be to stop selling Coke in plastic bottles and go back to glass, as recycling glass saves far more energy and resources than recycling plastic.
More on Coca-Cola and its Olympics sponsorship deal in this Atlanta Journal article.