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Coca-Cola announces partnership with ExerciseTV

BY Tara Smith

ATLANTA Coca-Cola North America on Friday announced it entered into a two-year agreement with ExerciseTV—the first on-demand network dedicated to 24-hour fitness programming—that highlights Coca-Cola’s broad beverage portfolio. The sponsorship relationship went into effect Tuesday.

“For more than 100 years, Coca-Cola has been working with a variety of organizations to encourage physical activity, fitness and overall well-being,” said Greg Downey, Group Director of Entertainment Marketing, Coca-Cola North America. “Our partnership with ExerciseTV is ideal because it clearly demonstrates how our broad portfolio of brands fits naturally into a balanced and active lifestyle.”

Coca-Cola and ExerciseTV will co-create original programming and integrate beverage brand messages, as well as include exclusive content for MyCokeRewards.com. Among the co-created programming is the Enviga Calorie Burn Series that will start this spring.

ExerciseTV currently offers video-on-demand workouts in such categories as pilates, yoga, cardio and dancing

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Interbrand to lead design, packaging initiatives for Wrigley

BY Tara Smith

CINCINNATI Interbrand today announced that its Cincinnati arm will lead the design and packaging initiatives for chewing gum giant Wm. Wrigley Co. of Chicago.

Ronny Kastner, executive director of the Cincinnati account management team, will serve as the Wrigley global relationship manager for the new account.

Wrigley Co., with global sales of $4 billion, produces and distributes 16 international brands and owns such chewing gum brands as Doublemint, Big Red, Winterfresh, Extra, Eclipse, Orbit and Excel, as well as confections that include mints, breath strips and candies. The company had 2007 revenues of $4.6 billion and an average two-year revenue growth of 13.3 percent, according to Bloomberg.

The Cincinnati office of Interbrand, which employs more than 100 at offices in Norwood at the Smith Road exit of I-71, expects the account to bring new jobs to its local division. Kastner led the pitch to be the single global packaging design agency for the Wrigley account.

“We are thrilled, as more than 12 agencies were at the start of the process,” Kastner said.

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Nike, Coke ring in the New Year with call to fitness ads

BY Tara Smith

NEW YORK Nike and Coca-Cola are joining the bandwagon of the fitness advertisement surge which backs the most frequent New Year’s resolution—getting in shape.

Nike and Coca-Cola today announced a two-year deal, beginning Tuesday, with fitness network Exercise TV. The deal for undisclosed terms will place Coke’s Enviga green tea and brand images on some of the channel’s workout shows and create original Enviga programming. Enviga claims to help burn calories by speeding up metabolism with green tea extracts and caffeine.

Nike returns as a title sponsor for MTV’s New Year’s celebration and will kick off a fitness ad campaign around its “No Excuses” theme. “There’s no better way to deliver an inspiring message of health and fitness for the new year to the youth of America than through MTV,” said Nike spokesman Dean Stoyer.

Trend-watcher Marian Salzman at ad agency JWT stated that Coke and Nike are seizing a good opportunity to offer people a positive, action-oriented message as they try to move on from 2007’s credit crunch, housing slump, declining dollar and other woes.

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