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).
