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Global Effort Proudly Features Host Country as Some Sponsors Shy Away By Natalie Zmuda Published: July 14, 2008 NEW YORK (AdAge.com) -- Coca-Cola this week takes the wraps off the final phase of a 60-country global marketing blitz surrounding the Olympics, its largest ever around the games. The cola giant's TV campaign, themed "Live Olympic on the Coke Side of Life," highlights the games' host country, while a packaging promotion brings aspects of Chinese culture to 150 countries -- a gamble, some might say, as critics around the world disparage China's track record on human rights and environmental issues. But Coca-Cola is standing firm, saying it never considered adjusting or scaling back its program and is not concerned about negative consumer feedback. "As we get closer to the games, the consumer excitement is much more... [read full story]
