Word: colas
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...market research company ACNielson. The researchers studied hundreds of billion-dollar brands in more than 50 categories including soft drinks, hair care and diapers (a noteworthy omission is cars, which ACNielson does not track), and concluded that only 43 are world renowned. Among them are Fanta soda (Coca-Cola Co.) and Whiskas cat food (Mars), which are popular in Europe, the Middle East and Africa...
...often impressively fluent. Even the French, after decades of trying to muzzle phrases like le weekend, seem weary of the fight. In a poll conducted by the European Commission, 66% of French respondents said oui when asked if all continentals should speak what's dubbed la langue du Coca-Cola...
Even the alliance with Coca-Cola is not conventional. Coca-Cola purports to organize a campaign for literacy, with Harry as the spokesperson. And, images of Harry Potter will appear on Coca-Cola product packaging, but he will not be pictured actually drinking the products. There will also be no product placement in the movie itself. Even so, Save Harry!, an anti-Coke/Potter alliance campaign condemns the global marketing rights given to Coca-Cola for promoting consumption of unhealthy beverages. The Save Harry! website calls the alliance “a sales vehicle for liquid candy...
...surprise, surprise! Hollywood marketers are shrewd. Wary of tainting the (so far) starry-eyed image of Harry as innocent youth, unblemished by hype, Warner Bros. is exercising an extremely tight rein on movie marketing—choosing only Coca-Cola as their global licensing partner. Despite the preponderance of Potter products in (and being snatched from) stores, the studio has also shielded Radcliffe and his cohorts from press and paparazzi—the confidentiality surrounding the cast and crew of Sorcerer’s Stone puts Kubrick’s and Spielberg’s top-secret A.I. to shame...
...fans salivating for the briefest pinch of Potter-news, Warner Brothers will maximize both profit and continued universal interest in the series. Diane Nelson, Warner Bros.’ senior vice president for family entertainment, points out in the New York Times: “We also asked [Coca-Cola] to include a philanthropic component; there’s this huge literacy program that’s part of the Coke campaign. We think this goes to the spirit of what is inherent in the Harry Potter brand. None of this is bad for Coca-Cola, either...