Coca-Cola Co. will use the themeline "For the Fans" to
reinforce the relationship between Coca-Cola, Olympic athletes
and the fans in advertising supporting its sponsorship of the '96
Summer Games, according to ADWEEK. A major component of Coke's
Olympic-related advertising is a TV campaign called "Fan-
Athlete," which celebrates fans and their role in inspiring
athletes to excel. Portland, OR-based Wieden & Kennedy is
producing the five different spots, which sources say cost nearly
$1M to produce. The campaign will run up to the Games, and Coke
will run traditional brand advertising during the Games. Coke
has two other Olympic related campaigns: "Journey," which
highlights non-athletes' involvement in the Games; and a TV
campaign showcasing black-and-white archival Olympic photos of
fans and athletes drinking Coke (ADWEEK, 2/12 issue).
OTHER OLYMPIC NEWS: Chicago-based Bayer Bess, which has
Motorola's corporate ad account, and J. Walter Thompson USA
Chicago, the agency for Motorola's Cellular operations, are
competing for the company's Olympic ad work (George Lazarus,
CHICAGO TRIBUNE, 2/19)....General Mills will launch a special
limited-edition "Team USA Cheerios" as part of its sponsorship of
the U.S. Olympic Team. The company said the new product will
result in higher promotional spending for the fiscal 4th quarter
(REUTERS, 2/20).
