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Coke tells Olympic plans

Published on .

Coca-Cola Co.'s global multimedia ad campaign for the Summer Olympics, part of its estimated $500 million overall marketing budget for the Atlanta Games, will break in the early spring, Senior VP Sergio Zyman told reporters in London today. He said that in all its sports-related advertising and marketing Coca-Cola will "pay homage to our consumers, the fans." The slogan in ads from Wieden & Kennedy, Portland, Ore., is "For the fans." "Last time [Barcelona 1992], we sponsored the Olympics themselves," Mr. Zyman said. "This time we want to promote the brand.

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