Word: colas
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...starting in Barcelona, but the affiliated Corporate Sponsor Marketing Games have been going hot and heavy for some time. The main event is a piratical competition known as ambush marketing. The venues are magazines and television. The major matches so far are Visa International vs. American Express and Coca-Cola vs. Pepsi-Cola...
Visa has forked over $20 million to Olympic organizers to make its charge plate the Games' official credit card, while Coca-Cola has plunked down $33 million to become the official soft drink. Challengers, who pay no entry fee to play, attempt to disrupt the exclusive promotional campaigns with disguised Olympic tie-in ads of their own. American Express denies that it is playing ambush. Instead its clever effort, unveiled last week, is billed as "corrective advertising," aimed at misperceptions fostered by Visa advertising that the American Express card is not accepted in Barcelona. "The Olympics don't take American...
These donations were a decided blessing, especially at a time when colleges everywhere are hungering for money and government support is drying up. As a result, fund raisers have been compelled more and more to rely on big-bucks givers like Robert W. Woodruff -- former Coca-Cola chairman, whose $105 million gift to Georgia's Emory University in 1979 stands as the biggest single donation to any private college (Rowan's is the largest gift to a public college) -- or Stanford University alums David Packard and his wife Lucile, who gave their school $70 million in 1986 for a children...
...Saturday night's media welcoming party in Bryant Park, corporate sponsorships were in plentiful supply. Miller Beer, Coca-Cola and Kraft foods were among the heavy-hitters...
...least one battle being fought at Penn State University has nothing to do with political correctness. In State College, Pa., ideological warfare has been eclipsed by the grand finale of a heated competition between soft-drink giants Coca-Cola and Pepsi for an exclusive 10-year contract to be the school's official thirst quencher. Pepsi won the honors, and as a result no other sodas will be sold anywhere on the university's 21 campuses. In return, Pepsi is awarding Penn State $14 million, money that will go to scholarship funds and construction of a new sports arena...