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 Cherry the summer of 1985. Cherry Coke, which by 2007 had been renamed Coca-Cola Cherry in the U.S. and some other countries, was the third variation of Coca-Cola at that time – the others being regular Coca-Cola and Diet Coke – and the first flavored Coke. It was released nationally around the same time as the controversial reformulation of Coca-Cola, (New Coke), and gained significant market share when that product was widely discontinued in the early 1990s. Diet Cherry Coke was introduced in 1986, and renamed "Diet Coke Cherry" in 2005 and again to "Diet Coke Feisty Cherry" in 2018. A