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August 21, 2008
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Marketing
New logo, bottle highlights Coke’s Olympic sponsorship
BEIJING (April 17, 2007) -- Coca-Cola Co. is promoting its global sponsorship of the 2008 Olympic Games in Beijing, as well as the company´s overall brand image in its fastest-growing Chinese market, with the introduction of a new composite logo and packaging that will be used internationally. The new bottle keeps Coke´s signature curves and red color, but is slimmer and taller, and targets the youth market.

Sponsoring the Games: Marketing plans shaping up
BEIJING (February 14, 2007) -- With the XXIX Olympic Games in Beijing in 2008 less than two years away, sponsors are eager to tap sales and branding opportunities around the Games. This round-up by AdAgeChina looks at the early marketing efforts by a few of the major sponsors, including Adidas, General Electric, Coca-Cola, Visa International, MacDonald´s, Johnson & Johnson and China´s Haier Group.

Lenovo roadshow visits 1,000 cities across China

Lenovo brings computers to kids in Tibet.
BEIJING (January 24, 2007) -- When Lenovo Group became the first Chinese company to join the Olympic Partner Program in 2004, many quickly perceived the investment as a way to jumpstart the firm’s global expansion strategy. But the world´s third-largest computer manufacturer also is leveraging its Olympic sponsorship at home, and not just in big cities. Through an ambitious roadshow program, Lenovo is visiting 1,000 tier-five and tier-six cities and towns, from Lhasa in Tibet to Sanya in Hainan province.


  
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