Coca-Cola’s Olympic marketing efforts took a hit yesterday, as it was announced that endorser Jordan Spieth would not participate in golf’s return to the Games. A brand spokesperson said officials “support and respect Jordan’s decision.” Coca-Cola said it would “continue to work closely” with Spieth, who signed a multiyear deal with the soft drink giant in January to appear in TV commercials, digital promotions and point-of-sale placement. At the time, Spieth received a guaranteed spot on Coca-Cola’s “6 pack” of Olympians in the run up to the Games (Josh Carpenter, Assistant Editor). A Coca-Cola spokesperson said that the brand was "able to stop packaging" featuring Spieth so it will "not appear in market." But AD AGE's E.J. Schultz noted the company "does not plan to pull material already produced, including point-of-sale signage, so there is a chance that consumers might encounter Olympic materials showing" Spieth's image. He "remains a significant part" of Coca-Cola's broader marketing plans, and he is "featured in a TV ad that recently began airing." The other athletes on Coca-Cola's Olympic roster that was announced late last year include USWNT F Alex Morgan, swimmer Nathan Adrian and decathlete Ashton Eaton. Runner Leo Manzano also is on the list, "but he failed to make the U.S. team in the 1,500-meter." However, a spokesperson said that Manzano "will still be featured" on Coca-Cola's Olympic packaging (ADAGE.com, 7/11).
