Coke's Olympics marketing effort courts the Chinese

08/19/2008 | Wall Street Journal (free content), The

Coca-Cola's Olympics marketing campaign appears to be making inroads on Pepsi-Cola's domination of the China market. At a cost estimated at $400 million, Coke has worked to convince the Chinese that its brand is shuang, meaning "cool" or "awesome," and to drink the beverage cold rather than warm as most locals prefer it.

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Wall Street Journal (free content), The

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