Coca-Cola Co., the single biggest sponsor of NBC's Olympics coverage, has a plan it hopes will prevent commercial burnout.
The soft drink maker plans to run 100 different commercials - most of them only once - during NBC's 17 days of coverage of the Summer Games starting Friday.Coca-Cola's top marketing executive, Sergio Zyman, said Monday no advertiser has ever run a larger or more diverse group of commercials on a single event. He says the approach will heighten the campaign's impact.
Viewers might appreciate that they aren't being asked to sit through the same commercials endlessly repeated. At the same time, the variety of ads might subtly reinforce Coke's message that the drink has universal appeal.
The Atlanta-based soda marketer has also come up with daily themes for its advertising on each of the 17 days of the Olympics, and has picked commercials for each day that fit the night's theme.
There will be Cool Summer Day, Getting in Shape Day, One World Day and Sounds of Refreshment Day.
Sixty-nine ads will be run on the Olympics telecast for Coca-Cola Classic, and each will be run only one time during the games.