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SBD Global/February 21, 2014/Olympics
Coca-Cola Uses Sochi Games To Drive Double-Digit Growth In Russia
Published February 21, 2014
SOCHI SHOWCASE: Coca-Cola has a large, red showcase pavilion in the Olympic Park in Sochi. More than 2,500 spectators a day are coming through the venue. The showcase emphasizes healthy and active living. It features two domes that can be seen by spectators as they exit the train station. One of the domes highlights Coke’s role in the Olympic Torch relay and talks about the history of the company in Russia. The second is interactive and encourages guests to live active lifestyles. Coca-Cola tends to put less emphasis on the Winter Games than it does on the Summer Olympics. It is only activating in 10 to 15 markets worldwide, and its focus around Sochi has been growing its business in Russia. In an earnings call last week, Coca-Cola CEO Muhtar Kent said that the company last year saw its business achieve an “all-time high market share for non-alcoholic, ready-to-drink beverages.”