Olympics

HOME FIELD ADVANTAGE? COCA-COLA GOES ALL OUT

7.16.1996

     Coca-Cola Co. officials announced yesterday that they will
air 69 different commercials for Coca-Cola during Games
broadcasts, including 17 daily "just in time" spots created from
the prior days's footage.  In all, Coca-Cola will air 100 spots
(only a dozen of them new, according to AD AGE) on NBC's coverage
at a cost of about $62M.  None of the ads will be from Coke's
recent "For the Fans" campaign (AD AGE ONLINE, 7/16).  Coca-Cola
Chief Marketing Officer Sergio Hyman said they wanted to "make
sure we don't just become one more sponsor" (Stuart Elliott, N.Y.
TIMES, 7/16).  USA TODAY notes the campaign will "redefine the
term advertising 'blitz'" (Melanie Wells, USA TODAY, 7/16).

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