Coca-Cola Canada launches active living program using Vancouver 2010 Olympic Torch Relay sponsorship as a catalyst to increase physical activity



    HALIFAX, Jan. 29 /CNW/ - Coca-Cola Canada announced today the launch of
the Torch Leadership Program, a $5 million national active living initiative
designed to inspire Canadian youth to celebrate the possible by committing to
live a more active lifestyle. This commitment will provide 1000 individuals
with the extraordinary opportunity to carry the Olympic Flame through a
segment of its journey across Canada.
    "The primary goal of the Coca-Cola Olympic effort is to inspire a nation
to get active. The Torch Leadership Program will bring the Olympic values to
life in communities across the country and encourage Canadians to make a
lifelong commitment to active living," said Vince Timpano, President Coca-Cola
Canada. "By selecting Olympic Torchbearers that personify and promote active
living, we are sharing the Olympic Spirit while inspiring people to embrace
well-being. The Torch Leadership Program is just one example of how Coca-Cola
is creating more ways for everyday people to connect with the Olympic spirit."
    The launch of the Torch Leadership initiative comes one day after
Coca-Cola announced that it has signed on as a Presenting Partner of the 2010
Olympic Torch Relay.
    "Vancouver 2010 is proud to partner with Coca-Cola to bring the Olympic
Torch Relay to communities across the country and work together to inspire
Canadians with the power of the Olympic Flame. Coca-Cola's Torchbearer program
will encourage Canadian youth to celebrate the possible and reach their full
potential by committing to live a healthy and more active lifestyle," said
John Furlong, Chief Executive Officer, Vancouver Organizing Committee for the
2010 Olympic and Paralympic Winter Games (VANOC).
    Coca-Cola has retained ParticipACTION, Canada's authority on active
living, to lead the design of the program and to coordinate its delivery
across Canada. Youth, youth leaders, and their adult mentors who commit to an
active lifestyle based on the Olympic spirit and values will be eligible to
carry the Olympic Flame.
    "ParticipACTION is the national voice for physical activity in Canada. We
are pleased to have the opportunity to work with Coca-Cola Canada on its
program to get Canadians moving more and to fight rising levels of inactivity
among youth," said Kelly Murumets, President and CEO of ParticipACTION. "We
applaud Coca-Cola Canada for their leadership in using their Olympic
sponsorship to inspire Canadians to adopt physical activity and sport as a way
of life."

    Torch Leadership Program Details

    Coca-Cola Canada will be dedicating more than $5 million over the next
five years to The Torch Leadership Program, a national community-based program
to promote healthy active lifestyles among youth. Over the next several months
we will be reaching out to youth and community groups across Canada to
finalize the design of the program and coordinate its delivery at the local
level.
    One element of the Torch Leadership program is the opportunity to be
selected as a Coca-Cola Torchbearer for the 2010 Olympic Torch Relay.
    Coca-Cola Canada will be seeking potential Torchbearers who live and
promote active lifestyles and make a positive, sustainable difference in their
local communities. The program is scheduled to launch in September, 2008.
    Three categories of individuals who participate in the Torch Leadership
Program will be eligible for consideration to carry the Olympic Flame as a
Coca-Cola torchbearer during the Vancouver 2010 Olympic Winter Games Torch
Relay:

    
    1)  Participant: Youth who achieve physical activity milestones.
    2)  Torch Leader: Youth who encourage others to get involved in the
        program.
    3)  Mentor: Adult community leaders who assist with the establishment of
        the program or who are active living role models.
    

    Coca-Cola Canada offers consumers more than 80 ways to hydrate, energize,
nourish, relax or enjoy. However, the purchase of one of our products will not
be a prerequisite to carrying the Olympic Flame and has never been in the six
previous times Coca-Cola has presented an Olympic Torch Relay.
    Coca-Cola Canada will be announcing a number of programs that encourage
Canadians to think about how they can contribute in areas like living healthy
active lives and environmental conservation designed to leave an Olympic
legacy. These initiatives will demonstrate Coca-Cola's commitment to the
Olympic values.

    Coca-Cola and the Olympic Movement

    The Coca-Cola Company has been associated with the Olympic Games since
1928 - almost 80 years - and is the longest continuous corporate supporter of
the Olympic Movement. Through the Olympic Games, Coca-Cola encourages people
to create their own path of "positivity" in everyday life by believing that
anything is possible. The Company's sponsorship supports National Olympic
Committees in more than 200 countries to help athletes train and compete.
    Products of The Coca-Cola Company refresh athletes, volunteers, officials
and spectators during the Olympic Games and supporting programs such as the
Olympic Torch Relay allow Coca-Cola to help share the Olympic spirit around
the world. The Coca-Cola Company is the exclusive nonalcoholic beverage
provider to the Olympic Games through 2020.

    Coca-Cola Canada

    The Coca-Cola Company is the world's largest beverage company. In Canada,
the Company is represented by its subsidiary, Coca-Cola Ltd. (Coca-Cola
Canada). Coca-Cola is Canada's largest beverage company. Coca-Cola Canada
markets three of Canada's top nonalcoholic sparkling beverage brands,
Coca-Cola, Diet Coke and Sprite, in addition we are the largest juice and
juice drinks company with Minute Maid, Five Alive and Fruitopia and the
leading ready to drink tea producer with Nestea. The Company also markets
DASANI, PowerAde and other hot and cold beverages.
    For more information about Coca-Cola Canada, please visit our website at
www.cocacola.ca or our parent company's website at
www.thecoca-colacompany.com.

    ParticipACTION

    For more information, visit www.participACTION.com

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/




For further information:

For further information: Amy Laski, (416) 758-7612, alaski@na.ko.com

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