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SBD/21/Sponsorships Advertising Marketing
COKE LOOKS TO SALUTE THE FANS WITH OLYMPIC AD CAMPAIGN
Published February 21, 1996
Coca-Cola Co. will use the themeline "For the Fans" to reinforce the relationship between Coca-Cola, Olympic athletes and the fans in advertising supporting its sponsorship of the '96 Summer Games, according to ADWEEK. A major component of Coke's Olympic-related advertising is a TV campaign called "Fan- Athlete," which celebrates fans and their role in inspiring athletes to excel. Portland, OR-based Wieden & Kennedy is producing the five different spots, which sources say cost nearly $1M to produce. The campaign will run up to the Games, and Coke will run traditional brand advertising during the Games. Coke has two other Olympic related campaigns: "Journey," which highlights non-athletes' involvement in the Games; and a TV campaign showcasing black-and-white archival Olympic photos of fans and athletes drinking Coke (ADWEEK, 2/12 issue). OTHER OLYMPIC NEWS: Chicago-based Bayer Bess, which has Motorola's corporate ad account, and J. Walter Thompson USA Chicago, the agency for Motorola's Cellular operations, are competing for the company's Olympic ad work (George Lazarus, CHICAGO TRIBUNE, 2/19)....General Mills will launch a special limited-edition "Team USA Cheerios" as part of its sponsorship of the U.S. Olympic Team. The company said the new product will result in higher promotional spending for the fiscal 4th quarter (REUTERS, 2/20).