100 Coke ads on Olympics

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Coca-Cola Co. said it will air 69 different commercials for Coca-Cola during the upcoming Olympics, along with 17 daily "just in time" spots created from the prior day's event footage. In all, the Atlanta-based marketer will air 100 spots, only a dozen of them new, during the Games at a media cost of about $62 million.

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.

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