The Olympics: a testing ground for new products
The Olympic Games will open this Friday to a blitz of beverage promotion and marketing, as corporations via with each other to unveil their latest high-performance products.
Coca-Cola?s UK division is spending ?4 million on media advertising and a further ?2 million on sponsorship deals this year to boost its isotonic Powerade brand, which it is hoping to position as the ?sports drink of 2004?. This included sponsorship of Euro 2004 and the Wimbledon Tennis Championships as well as the Olympic Games, where it is supplying every British athlete with the product.
Marco Derksen
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