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Coke Zero to market itself around "Tron: Legacy"

By Jeremiah Mcwilliams
Sept 16, 2010

Coke Zero will  have marketing tie-ins with "Tron: Legacy," the big sci-fi extravaganza set for a December release, a Coca-Cola executive told the AJC. The movie "fits right in" with the brand's target demographic of young men, said Bea Perez, chief marketing officer for Coca-Cola North America. She said the company has attached Coke Zero to big properties, including sports and blockbuster movies, and devoted significant marketing resources to the brand during its five-year existence.

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