SBD/3/Olympics

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  • CORPORATE UPDATE: COKE HAS LARGEST PRESENCE

         Coca-Cola's Olympic marketing campaign "dwarfs any other
    sponsor's efforts by an Olympic mile," reports Henry Unger of the
    ATLANTA CONSTITUTION.  One example of Coke's "marketing siege" is
    the $30M Coca-Cola Olympic City, a 12-acre interactive amusement
    park in which visitors can pit themselves in simulated contests
    against the likes of Jackie Joyner-Kersee, Grant Hill and Cecil
    Fielder.  Coca-Cola has also taken over the old Georgia Freight
    Depot to create Coca-Cola Refreshment Plaza, which will house a
    pin trading center and a folk art exhibit as well as Olympic-
    themed entertainment (ATLANTA CONSTITUTION, 6/2).
         SOLE OF THE GAMES:  Reebok will spend more than $20M on ad
    time prior to and during the Games and another $5M on billboards,
    buses and other advertising in Atlanta, reports Chris Roush of
    the CONSTITUTION.  Reebok debuted seven TV spots, using Emmitt
    Smith, Shaquille O'Neal and U.S. soccer player Michelle Akers.
    In one ad coming out in July, O'Neal, dressed as genie Kazaam,
    grant's Smith's wish to make football an Olympic sport.  Reebok
    is also considering flipping its logo upright "in an Olympic
    flamelike pose" at the end of the ads, but has not made a
    decision (ATLANTA CONSTITUTION, 5/31).  Meanwhile, Mike Fish
    writes that Nike is betting that sprinter Gwen Torrence "has an
    excellent chance to become a star of the Games."  Nike has inked
    a deal with Torrence and recently shot footage of her at the
    Prefontaine Classic (ATLANTA CONSTITUTION, 5/31).
    

    Print | Tags: Coca-Cola, Nike, Olympics, Reebok
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