WILL COCA-COLA ALWAYS GO UP? Message Board

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Strategies & Market Trends : WILL COCA-COLA ALWAYS GO UP?

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Dec 26 9:30 AM EST

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To: Peter Longerich who started this subject	9/8/2001 5:45:18 PM
From: kendall harmon	Read Replies (1) of 1462

Coke criticized over link to Potter movie news from Atlanta Scott Leith - Staff Saturday, September 8, 2001 A consumer advocacy group that once targeted Chinese food and buttered popcorn is going after Coca-Cola. Next Wednesday, the Center for Science in the Public Interest will launch a Web site criticizing Coke's sponsorship of the upcoming "Harry Potter and the Sorcerer's Stone" movie. The group claims Coke is using a beloved children's literary character to sell junk food. Coke spokesman Bill Marks disputed that accusation, saying the company is using Harry Potter partly as a way to promote reading among kids. Coca-Cola does plan to use Potter to promote Coke Classic, but other brands are involved as well: Minute Maid and Hi-C. "To characterize Coca-Cola's sponsorship of Harry Potter and the magic of reading as inappropriate --- and infer a connection with the health and wellness of children --- simply misses the point for the sake of sensationalism," Marks said. Michael Jacobson, executive director of the Center for Science in the Public Interest, said Wednesday will mark the launch of www.saveharry.com. "Harry Potter is loved by tens of millions of children and adults worldwide," Jacobson said. "Coke is turning it into another piece of our commercialized culture." CSPI has been adept at gaining publicity, but the group was also a key player in pushing the Nutrition Labeling and Education Act of 1990. This new round of criticism is a polar opposite from others who claim Coke's Harry Potter sponsorship won't do enough to boost sales. Some financial analysts believe the marketing venture is more of a feel-good promotion than a means of increasing volume. accessatlanta.com

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