Olympics

COCA-COLA TEAMS WITH WAL-MART FOR OLYMPIC TORCH PROMO

4.24.1996

     Coca-Cola next week will launch its first account-specific
promotion with one of its biggest customers, Wal-Mart, according
to BRANDWEEK.  The May-June promotion is only a "small" part of
Coke's Olympic Torch relay activities, but it's significant under
a new strategy of using retailer-specific promotions to leverage
national marketing.  Coke will also put a local angle on its
annual fall NFL promotion letting bottlers choose teams for local
tie-ins (Karen Benezra, BRANDWEEK, 4/22 issue).

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