Coca-Cola Canada Launches New Physical Activity Program

    Opportunity to carry Olympic Flame used as incentive for Canadian youth
    to get active

    VANCOUVER, Oct. 9 /CNW/ - Coca-Cola Canada today unveiled SOGO Active
(, its national active living program aimed at Canadian
youth. Coca-Cola will award over 1,000 torchbearer spots in the Vancouver 2010
Olympic Torch Relay to teenagers who join the program and demonstrate a
commitment to adopting an active lifestyle.
    "The Vancouver 2010 Olympic Torch Relay will touch the soul of the nation
and with SOGO Active, we hope to use the unique power of the Olympic Games to
inspire the nation to get active," said Nicola Kettlitz, GM Olympic Project
Team, Coca-Cola Canada. "Young Canadians who join the program and make a
commitment to active living will have the chance of carry the Olympic Flame,"
he added.
    "This program embodies the Olympic Spirit we are hoping to bring to
Canada with the Vancouver 2010 Olympic Winter Games. We applaud Coca-Cola for
choosing to leverage their Olympic Torch Relay Sponsorship with such a
valuable initiative," said Jim Richards, Director of the Vancouver 2010 Torch
    SOGO Active is unlike any other youth fitness initiative because it gives
young Canadians the tools to design, change and control their own individual
get active plan. The program is a Coca-Cola initiative, executed by
ParticipACTION, through intensive consultation with leading Canadian physical
activity experts, teenagers and a broad network of provincial, territorial,
aboriginal and community-based organizations. SOGO Active is a $5 million,
five-year initiative.
    "We've travelled the country and asked youth and physical activity
experts what it will take to get young Canadians active, and the outcome is
SOGO Active," said Kelly Murumets, President & CEO of ParticipACTION. "Youth
inactivity has always been a challenge, but SOGO Active's for-youth, by-youth
approach is a truly exciting solution."
    As part of today's launch, Coca-Cola introduced British Columbia-based
MoreSports as the first SOGO Active community organization to host the program
in Canada. Coca-Cola further announced that it would be selecting twenty
Torchbearers from those youth who joined SOGO Active through MoreSports.
    MoreSports' mission is to create sustainable community sport programs in
Vancouver neighborhoods, so that all children and youth have an opportunity to
develop fundamental life skills and a love of sport.

    Here's how SOGO Active works:

    -   Teens 13-19 create a unique profile for themselves on where they can network and find a range of
        traditional and non-traditional activities that fit their needs,
        interests and lifestyles.
    -   Local organizations can support youth groups with access to active
        living facilities, equipment and resources register as Community
        Hosts on where they become visible to youth
    -   Youth participants set and track their active living goals online, as
        well as network with peers and arrange group activities.
    -   From November 2008 to June 2009, over 1,000 SOGO Active participants
        will be selected by Coca-Cola to carry the Olympic Flame in the
        Vancouver 2010 Olympic Torch Relay.
    -   Torchbearer spots will be awarded by Coca-Cola through random draw
        among eligible SOGO Active participants as well as identification by
        Community Hosts for youth who have demonstrated outstanding peer
        leadership or have overcome significant barriers. Youth earn
        additional entries for each week that physical activity goals have
        been met.
    -   Funding is available for youth groups who express a specific need for
        resources and meet specific criteria.
    -   Following the Torchbearer Incentive Stage (2008-2010), the Legacy
        Stage (2010-2012) will sustain and foster ownership within youth
        groups and communities.

    SOGO Active is powered by a dream-team of partners who are passionate
    about getting Canadian youth active:

    -   Coca-Cola Canada brings its sponsorship of the Vancouver 2010 Olympic
        Winter Games and over 80 years of involvement in the Olympic Movement
        to inspire youth to get active. Coca-Cola Canada will also market
        SOGO Active nationally and use the program to identify 1000
        Torchbearers for the Vancouver 2010 Olympic Torch Relay.
    -   ParticipACTION designed the concept and content of SOGO Active and
        created a network of Provincial/Territorial Coordinators.
    -   Thirteen Provincial/Territorial Coordinators (PTCs) coordinate the
        program at the provincial/territorial level, including administering
        funding for youth groups via Community Hosts; promoting SOGO Active;
        looking for opportunities to leverage funds; and participating in the
        reporting and evaluation of the program.
    -   Community Hosts (CHs) are community-based organizations that will
        provide support for youth groups within their communities. The
        primary function of the CHs is to support the youth groups and assist
        with access to facilities, equipment and resources that youth
        identify are needed for their activities.

    Coca-Cola and the Olympic Movement

    The Coca-Cola Company has been associated with the Olympic Games since
1928 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. 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 is
Canada's largest beverage company. Coca-Cola in Canada markets three of
Canada's top nonalcoholic sparkling beverage brands, Coca-Cola, Diet Coke and
Sprite and the leading ready to drink tea: Nestea. In addition, our subsidiary
is the largest juice and juice drinks company with Minute Maid, Five Alive and
Fruitopia. The Company also markets DASANI, PowerAde and other hot and cold

    For more information about Coca-Cola Canada, please visit our website at or our parent company's website at


    For more information, visit

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

For further information:

For further information: Media inquiries: On-site in Vancouver: National
media: Meaghan Benmore, Hill & Knowlton Canada, (604) 340-5025,; Carrie Makrigiannis, Environics
Communications, (416) 969-2750,

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