Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Nike, Coke ring in the New Year with call to fitness ads

Coca-Cola is announcing today a two-year deal beginning Tuesday with cable
on-demand fitness network ExerciseTV that will place Coke’s Enviga green tea and
brand images on some of the channel’s 200 workout shows and create original
Enviga programming.

Nike, meanwhile, returns as a title sponsor for MTV’s
New Year’s celebration and will kick off a TV and billboard fitness campaign
around its “No Excuses” theme. Throughout MTV’s Tila Tequila’s New Year’s Eve
Masquerade 2008, Nike will air a 60-second ad with U.S. Paralympics basketball
player Matt Scott, who sits in an empty gym bouncing two basketballs while
rattling off excuses people use to duck workouts. A giant Nike billboard going
up Monday in Manhattan will spew motivational messages throughout the month. The
first: “Yesterday you said tomorrow.”

~A

Nike, Coke ring in the New Year with call to fitness ads – USATODAY.com
NEW YORK — Getting in shape is the perennial New Year’s resolution that brings a surge in ads for Weight Watchers, gym memberships and fad diets. Joining them in ringing in the new year with a call to fitness will be Nike and Coke.

Friday, Coca-Cola (KO) will announce a two-year deal beginning Tuesday with cable on-demand fitness network ExerciseTV. A deal for undisclosed terms will place Coke’s Enviga green tea and brand images on some of the channel’s 200 workout shows and create original Enviga programming. Enviga claims to help burn calories by speeding up metabolism with green tea extracts and caffeine. Three daily servings can increase calories burned by 60 to 100, the company says.

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Filed under: Consumer, CPG, exercise trends, health, TV, VOD

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