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SBD/13/Sponsorships Advertising Marketing
COCA-COLA RELEASES POWERADE ADS FOR '96 GAMES
Published March 13, 1996
While Coca-Cola's Olympic commercials for its Coke brand will feature fans, at least two Olympic-related spots for its Powerade sports drink will promote athletes. One of the Powerade spots shows a mountain biker on a trail, the other a basketball arena, stadium and track. The ads are part of Coca-Cola's estimated $200M in worldwide Olympic marketing. Also, Jack Stahl, head of Coca-Cola's U.S. operations, said the company would roll out Olympic promotions aimed at teens. Red Hot Olympic Summer will give away Foot Locker clothing and Camaro automobiles. Also, in line with its NBA affiliation, Coca-Cola's Sprite brand will have promotions and advertising around Dream Team III. Powerade also will have a promotion called "Raise the Bar" (Chris Roush, ATLANTA CONSTITUTION, 3/13). ALSO: Coca-Cola officials confirmed yesterday they will introduce a contoured-shaped can this year. The bottle-like can is expected to debut in Atlanta during the Games. The can was tested last year in Germany. ... Meanwhile, company officials reported 8% U.S. growth for the first three months of '96 (ATLANTA CONSTITUTION, 3/13).