Residents of Sochi, the host city of
this year’s Winter Olympic Games, welcomed the 2014 Olympic Torch Relay, for
which TCCC is a presenting partner. This historic moment was much anticipated –
Torchbearers spent 123 days to reach this point in time! Read a report on Coca-Cola
Journey to find out how Coca-Cola helped create a festive atmosphere in Sochi on the last day of
The 22 kilometer-long Olympic Torch Relay route through Sochi was
divided among 150
Torchbearers, including 56 winners of the Coca-Cola nationwide Vlivaisya contest, which gave an
opportunity to everyone living in Russia who loves sports and pursues an active
lifestyle to become an Olympic Torchbearer. As a reminder, 2014 people from across
were selected as winners of this contest.
Company Chairman and CEO Muhtar Kent joined the Olympic Torch Relay in Sochi, accepting
the Olympic Flame from three-times Olympic synchronized swimming champion and
popular TV host Mariya Kiselyova, and passed it on to volunteer Dana Vorokova, a
winner of the Vlivaisya contest and active participant in a large number of
environmental and educational initiatives.
“I believe everyone dreams of becoming an [Olympic] Torchbearer, this is a
once-in-a-lifetime chance. I am insanely happy, and it might take me a while
for this experience truly to sink in. This is all incredibly exciting!” Dana told a Journey correspondent. “I will remember it
– the experience I had today – all my life, and I will be telling my kids about
this. When I submitted my application on the Coca-Cola website, I didn’t even
hope to win, and now I’m simply overcome with incredible emotions! A huge thank
you to the Coca-Cola Company in Russia
for giving me the chance to carry the Olympic Flame! Vliavaisya!”
The Coca-Cola Company’s
involvement made the last day of the Olympic Torch Relay unforgettable for Sochi
residents and visitors alike. A bright, shining Vlivaisya promo truck created especially
for the Torch Relay rode along the city streets. Ten brand ambassadors handed
out limited-edition collectible Coca-Cola cans to spectators, which were
distributed for free only on the days of the Olympic Torch Relay in the Russian
cities hosting the Relay. The Coca-Cola team greeted all Torchbearers with Coca-Cola’s
own Vlivaisya anthem of the Olympic Torch Relay as performed by singer YazheVika
and hip-hop artist L’One.
The Coca-Cola Company
presented its high-voltage interactive show that featured unique shining
Coca-Cola bottles to an audience that included Olympic Torch Relay spectators
and Torchbearers. The Coca-Cola show was one of the highlights of the city-wide
celebration on the night of February 6 in Sochi’s
Southern Breakwater Square.
Coca-Cola also set up its brand zone here: a large pavilion in the Square gave
all visitors a chance to have their photos taken with an Olympic Torch and get
a snack and a beverage from our very one Coke Café.
The Olympic Torch Relay has completed its 123 days and 65,000 kilometers across
Russia! On February 7, the Fisht Stadium – the main Olympic venue – hosted the
grand, spectacular Opening Ceremony of the 2014 Winter Olympic Games in Sochi, eagerly, breathlessly watched by people around the world. Famous Russian athletes
were the last Torchbearers to carry the Olympic Flame — Maria Sharapova, Yelena
Isinbayeva, Alexander Karelin, Alina Kabaeva, — and legends of Russian and
Soviet sports — figure skater Irina Rodnina and hockey player Vladislav Tretyak
— had the honor of lighting the main Olympic Cauldron of the Games. The Olympic
Games have begun! Vlivaisya! Journey will closely follow the developments at
The 123-day long Sochi
2014 Olympic Torch Relay had the largest scale of all national Relays in the history
of the Olympic Movement, covering more than 65,000 kilometers and passing through
2,900 cities, towns and communities across Russia.
Volkswagen Amarok and
Volkswagen Crafter have been official Coca-Cola vehicles for the Olympic Torch
The Coca-Cola Company
has partnered with the Olympic Movement for more than 80 years, and the
company’s experience organizing large-scale events like the Olympic Torch Relay
has helped to make the Sochi 2014 Relay a celebration of sports on a nationwide
scale for Russia, inspiring people to strive for new athletic victories.
The XXII Winter Olympic Games opened in Sochi on February 7, 2014, with the main
Olympic Cauldron lit in the Fisht Stadium.