Coke paints Beijing red for Olympic Games
Cox Newspapers
Published on: 07/20/08
DEL.ICIO.USCox Newspapers
Published on: 07/20/08
BEIJING — China's capital is decked in red: Red billboards hang at bus stops; a red kiosk sits on a popular shopping street; at the Olympic Green, the nexus of next month's Olympics, a sprawling red building is under construction.
The promotions — including a museum two-thirds as large as the World of Coca-Cola, Coke's namesake museum in downtown Atlanta — are part of a record Olympic marketing blitz by the beverage giant to capitalize on its global sponsorships of the Beijing Games and the Olympic torch relay.
 CRAIG SIMONS/STF |