Word: coca-cola
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When Atlanta was chosen as the site of the 1996 Olympic Summer Games, officials in some rival cities grumbled about the inevitable triumph of "Coca-Cola capitalism." That complaint had a realistic edge: the soft- drink giant is based in Atlanta and strongly supported the hometown bid to the International Olympic Committee. Sensing a golden marketing opportunity, archrival Pepsi is suggesting to consumers in three losing cities -- Athens, Rome and Melbourne -- that they should register their displeasure at the checkout counter. In a newspaper advertisement in the Australian city, Pepsi declared, "If you don't like the I.O.C.'s choice...
...their misgivings about the Greek capital's pollution and potential safety problems. Atlanta promised smoother sailing, to say nothing of the likelihood of the kind of neat profit from commercial sponsorship perfected at the 1984 Games in Los Angeles. Complained Melina Mercouri, actress and former Greek Minister of Culture: "Coca-Cola won over the Parthenon...
Eager to reassure I.O.C. members who felt the 1984 Los Angeles Olympics had gone too far in commercializing the Games, the committee liked to stress the city's appeal as a symbol of racial harmony. Now comes the tricky part: making room for both Coca-Cola and the spirit of the Parthenon...
...time a product has been around for a century or more, it has produced mountains of nostalgia-inducing memorabilia. At Coca-Cola (age: 104), that history had been gathering dust in the company's Atlanta archives until several years ago, when Coke realized its marketing value. Last week the company opened a $15 million corporate museum called the World of Coca-Cola (admission: $2.50). The three-story building houses more than 1,000 artifacts, memorabilia and documents, ranging from 75-year-old green-glass bottles to advertising posters with tag lines like "The Ideal Brain Tonic" and "Coke...
...Tungsram, one of the world's largest light-bulb makers. GE plans to light up Europe by selling the bulbs across the Continent. In Poland, Italian automaker Fiat, in partnership with a Polish company, plans to build 1.5 million subcompacts during the next ten years. In East Germany, Coca-Cola is pouring out $140 million to turn six aging state-owned soft-drink plants into gleaming Coke bottlers...