Coca-Cola to use Olympics sponsorship to push non-fizzy drinks

The Drum
Seb Joseph

Coca-Cola will use its sponsorship of the Olympic Games to raise awareness of its non-fizzy drink brands in North America as part of its wider efforts to counter sliding sales of its fizzy drinks.

The effort champions five of its still brands – Vitaminwater, Minute Maid, Zico, Powerade and Core Power – and focuses on encouraging people to try them. By doing this, Coke hopes to strengthen its association to those less sugary alternatives, of which some might not be aware it offers.

That Coke has opted to bring these drinks to the fore for the Olympics should come as little surprise given the situation the business finds itself in. Critics have called on Olympic chiefs to ban Coke from sponsoring the games due to what they believe is a clash with the event’s health and wellbeing ideals. While that’s unlikely to happen anytime soon, according to the International Olympics Committee top marketer, there’s a more pressing commercial pressure on the business to perhaps switch-up its strategy for the games.

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