The Impact of the Olympics on Soft Drinks
Coca-Cola has been sponsoring the Olympics since 1928, but perhaps its biggest involvement was in 1996 during the games in Atlanta, which is Coke's hometown. This year, Coke's campaign is called "Move to the Beat", which brings together pop stars in music with Olympic athletes in order to gain the interest of youth culture worldwide. Jonas Feliciano, beverages industry research analyst at Euromonitor, states that Coca-Cola is missing an opportunity to test a new product at the games.
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