Coke Partners with ExerciseTV
Coca-Cola North America has entered into a two-year agreement with ExerciseTV, an Internet fitness network, to promote Coke's portfolio of beverages through ExerciseTV channels. Starting January 1, 2008, Coke and ExerciseTV will integrate beverage brand messages and product attributes into their co-created new shows and ExerciseTV's existing programs. Additional elements include exclusive content for MyCokeRewards.com. "Coca-Cola continues to make great strides in educating the public about the importance of exercise, and how its broad range of products can benefit health-conscious consumers," said Jake Steinfeld, founder of ExerciseTV.