By Seb Joseph

Coca-Cola will use its sponsorship of the Olympic Games to raise awareness of its non-fizzy drink brands in North America as part of its wider efforts to counter sliding sales of its fizzy drinks.

The effort champions five of its still brands – Vitaminwater, Minute Maid, Zico, Powerade and Core Power – and focuses on encouraging people to try them. By doing this, Coke hopes to strengthen its association to those less sugary alternatives, of which some might not be aware it offers.

To drive the association home, high profile Olympians have been brought in. For instance, Vitaminwater will work with soccer Read full story ›

Source: The Drum