Coke throws its weight behind torch relay

Hong Kong - Coca Cola, currently dominating the Beijing Olympics marketing battle, will launch a series of advertising programs ahead of the torch relay's arrival in Hong Kong.

On 2 May, Coke will take out front page ads in major Hong Kong newspaper.

Coke is also running a nationwide promotion to allow its consumers to win gifts, along side a bottle design competition, where the winning design will be exhibited at Beijing's Olympics.

A new TVC from McCann Erickson, featuring international athletes will launch two months prior to the Games.

Clory Wong, marketing director for Coca-Cola China, said all of these marketing activities are held to spread China and Hong Kong's cultures to the world. He believes that it will bring more excitement to its consumers.