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CORPORATE UPDATE: COKE HAS LARGEST PRESENCE
Published June 3, 1996
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).