The spots are diverse in style and target. Chief Marketing Officer Sergio Zyman said the company "wants to build on the multidimensionality of our brand ... [in front of] a once-in-a-lifetime audience." A dozen roster agencies created the 100 ads, with in-house unit Edge Advertising creating the largest share. None of the ads will be from Coke's recent "For the Fans" Olympics campaign.
Separately, the company reported a 17% increase in second-quarter earnings to $1.05 billion, on a 6% sales gain to $5.3 billion. Unit case volume grew 8% worldwide and 7.5% in the U.S. The company attributed growth to a number of factors, including Olympics-related marketing and new packaging such as 20-oz. and 1-liter plastic contour bottles.