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 Enterprises Coca-Cola Enterprises Coca-Cola Enterprises was a marketer, producer, and distributor of Coca-Cola products. It was formerly the anchor bottler for Western Europe and most of North America. Coca-Cola Enterprises' products included Coca-Cola, Diet Coke, Coke Zero, Sprite, Fanta, Capri-Sun, Dr Pepper, Chaudfontaine, Schweppes, Monster and Relentless. The Coca-Cola Company decided to consolidate the many independent bottling groups in the Coca-Cola System. Previously, independent businesses in remote geographic areas bottled Coca-Cola products and distributed the merchandise to stores. In 1980, Coca-Cola acquired the Coca-Cola Bottling Company of New York for $215 million. In 1982, Coca-Cola acquired the Associated Coca-Cola Bottling Company