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SBD Global/December 18, 2012/Marketing and Sponsorship
Coca-Cola Exec Believes Annual Report Will Show Olympic Sponsorship Boosted Business
Published December 18, 2012
INCREASING GLOBAL VOLUME: Coca-Cola also credited the Olympics with increasing case volume 5% in Latin America, 2% in North America and 1% in Europe. Those increases came despite uncertainty in the European and global economy. Markets that activated heavily such as Mexico, Brazil, Germany, South Africa, China and Japan saw significant increases in volume. McCune: “Volume was up in the markets activating, and it was up more in the markets activating than the ones that didn’t. We also look at consumer metrics. Do we move people in Brazil from being monthly drinkers to weekly drinkers? Do we move weekly drinkers to daily drinkers? All of those were moving that direction, especially in emerging markets” (Tripp Mickle, SportsBusiness Journal).