Coca-Cola Makes Moves with ExerciseTV
Coca-Cola is pushing its proactive fitness agenda in a two-year deal with ExerciseTV aimed at delivering branded messages through a variety of media.
Coke and ExerciseTV plan to co-create original programming with integrated beverage brand information, and insert brand messages and logos into existing ExerciseTV shows.
Coke’s Enviga energy drink will be the first brand to see placement in ExerciseTV shows as early as the first quarter, according to Greg Downey, Coca-Cola group director of entertainment marketing. Other Coke brands will be incorporated into ExerciseTV shows in succeeding months.
“What we’re going to concentrate on is layering in messaging for our brands on programming ExerciseTV has in place for those shows that match up well with the brand,” Downey said.
In the case of Enviga, the beverage and messages about it are likely to be placed into ExerciseTV shows about burning calories. Additional clips related to segments featuring Coke brands will be featured on MyCokeRewards.com.
Coke is currently in the process of developing original, programming concepts with ExerciseTV, Downey said. Those shows could feature the respective Coke brands in the show titles.
Most recently, Coke has had prominent product placement in Fox’s popular “American Idol” series. Its Avian water has also been featured as an ingredient in recipes recreated on Bravo’s “Top Chef.” But the ExerciseTV deal marks a departure with the advent of co-created original fare for its brands. “This is the furthest we’ve gone,” Downey said.
ExerciseTV currently offers a 24-hour slate of fitness videos and DVDs on a video-on-demand platform through Comcast, Time Warner Cable and Cox Communications.
