Coca-Cola N. America's chief marketing officer discusses company's Olympic marketing

Packaging plants are rolling out commemorative cans, new commercials are about to hit the airwaves, and Coke's Web-based marketing is set to heat up as Olympic excitement builds.

"The Olympics have come really fast for us," Bayne said. But in the coming days, "everything starts to light up. The whole system is going to gel together."

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