SBD/3/Olympics

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).
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Related Topics:

Coca-Cola, Nike, Olympics, Reebok

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