![]() ![]() "The NFL manages its brand aggressively, and they manage the sponsor brands just as aggressively," said Ric Campo, chairman of the host committee for the 2017 Houston Super Bowl. ![]() Its 92,000-square-foot World of Coca-Cola museum is just 800 yards from Mercedes-Benz Stadium, and a short walk from the fan zone, giving the company freedom to infringe, at least partially, on its rival's party. In a twist this year, Coke has property within that restricted area in Atlanta. The temporary commercial zones prevent the sale of bootlegged items and allow all the "Official - of the NFL" companies to showcase their products without competition. Each year, the area around the host stadium and the heavily trafficked fan zone are blocked off for any business that's not a National Football League partner. ![]() Having brands clash is rare for the Super Bowl, where organizers take pains to ensure that sponsors don't have to share the spotlight. is having some fun with its status as Super Bowl sponsor this year.Ībout two blocks south of the World of Coca-Cola - an attraction in downtown Atlanta where visitors pass under a lighted 27-foot-tall Coke bottle - the marketing team at its soft-drink rival has erected a billboard with a teasing message: "Pepsi in Atlanta. In a city that bleeds Coca-Cola red, PepsiCo Inc. ![]()
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