1996 Summer Olympics an attraction known as Coca-Cola Olympic City. The Games were affected by several instances of ambush marketing—in which companies attempt to use the Games as a means to promote their brand, in competition with the exclusive, category-based sponsorship rights issued by the Atlanta organizing committee and the IOC (which grants the rights to use Olympics-related terms and emblems in marketing). The Atlanta organizing committee threatened legal actions against advertisers whose marketing implied an official association with the Games. Several non-sponsors set up marketing activities in areas near venues, such as Samsung (which competed with Motorola), which ambushed the Games with
Coca-Cola Orange Coca-Cola Orange Coca-Cola Orange, in some markets Coca-Cola with Orange, was a variation of Coca-Cola available for a limited time, that was flavoured with orange. It was introduced in June 2007, in only Gibraltar, following the success of the previous year's Coca-Cola Lime, for which 40% of the launch sales represented new customers and increased purchasing. Coca-Cola Orange was designed to appeal to regular drinkers of Coca Cola, as well as those who prefer the more citrus flavours of Coke with Lemon and Coke with Lime. The company says that 70% of post trial consumers said that they would "definitely"