Chuck Fruit placed Coke products prominently throughout pop culture and raised Coca-Cola's profile everywhere from "American Idol" on television to the Olympic Games worldwide.

He moved the corporation from 30-second advertising spots to product placement in popular media and sports events.

Courtesy of Coca-Cola (ENLARGE)

Chuck Fruit took Coca-Cola to a higher ground in advertising, placing it in the spotlight at events.

"He was recognized around the world as a media and sports marketing visionary," Coke CEO Neville Isdell and president Muhtar Kent said in a joint statement.

The funeral for Charles B. Fruit, 61, of Atlanta is 2 p.m. Thursday at H.M. Patterson & Son, Oglethorpe Hill. He died of an apparent heart attack Tuesday while swimming at Second Ponce de Leon Baptist Church's Family Life Center.

Joining Coke in 1991 as head of global media, Mr. Fruit built on the sports marketing innovations he created in 15 years with Anheuser-Busch. Mr. Isdell named him chief marketing officer in 2004 "to provide leadership and a steady hand for Coke's worldwide marketing community," said Scott McCune of Atlanta, Coke's vice president of integrated marketing who worked with Mr. Fruit at Anheuser-Busch, too.

Mr. Fruit had been Coke's senior adviser for marketing, strategy and innovation since 2006. Independently, he owned a marketing consulting firm.

"He was a big fan of pop culture and almost a connoisseur of films," Mr. McCune said. "He had a new way of doing business."

His career at Coke revolved around dealing with media — guiding overall strategy in such things as buying ad time and negotiating sponsorships.

Mr. Fruit led the way in advertising on cable TV when it was still a novelty. He met with a few entrepreneurs who had little more than a van, a satellite and a dream, and thus helped launch ESPN.

His innate curiosity, desire to learn and willingness to ask questions were key to his marketing success, Mr. McCune said. He helped develop the landmark Always Coca-Cola ad campaign and was instrumental in securing Coke's profile on the popular "American Idol."

In 2004, Sports Business Journal and The Atlanta Journal-Constitution named Mr. Fruit one of the most influential people in sports business.

He examined a scenario from every angle, was quick to give his employees credit for successes, resolved the most complex problems and handily dealt with a variety of personalities, said his colleague David Raines of Atlanta.

"He loved big personalities," Mr. Raines said. "He was extraordinary. He could disarm the most abrasive individual and charm the most irascible individual. He could work the magic."

He gladly shared his marketing expertise with colleagues, professional organizations and corporations. "He was generous in building talent," Mr. Raines said. "He made the work fun. It was challenging, but he stimulated your curiosity."

It was his job to stay atop popular culture, said his wife, Sharon Fruit. It was his pleasure to listen to jazz. He married the two in Coke's $10 million gift to Jazz at Lincoln Center.

"He was instrumental in making it happen," Mr. Raines said. "The influence Chuck had was on a worldwide scale."

His influence was felt closer to home, too.

Mr. Fruit had a kidney transplant 23 years ago and his sister, Susan Henderson of Edwardsville, Ill., was the donor, his wife said. During his service as National Kidney Foundation president and board member, he guided the organization through new approaches to advertising and improving its strategic plan.

At play, he could be found on the golf course or in the swimming pool. In his youth, he had been a competitive swimmer, a diver and a swim team coach, his wife said.

"He was always so positive," Mrs. Fruit said. "He was so cheerful, the nicest most easygoing personality you would ever want to meet."

Other survivors include a brother, John Fruit of Edwardsville.