Belief in the Olympics

According to CEO Neville Isdell,Coca-Cola is the number one brand in Olympic sponsorship.There is no immediate return in sales,but eventually there will be an uptick.We really believe the Olympics is beneficial to the world and the Chinese people.We're so proud to be a part of it.China is moving in the right direction,Mr.Isdell feels.There's always a downside to everything,he admitted,addressing China's human rights record.Nothing works absolutely perfectly,the CEO acknowledged.Besides the Olympics,Coca-Cola is benefiting from China's rapid urbanization.The company is extremely multinational,with 80% of its business being outside of the United States,which may protect it from U.S. economic problems.

Focus on China:The Coca-Cola Connection

Coca-Cola CEO Neville Isdell sees the Beijing Olympics as a long term branding opportunity.China is our fourth largest market,he said.We're using this to communicate with the Chinese people.Coca-Cola(KO) sponsored the torch relay,which was a huge success in China.The Chinese drink 24 Cokes a year,but they will eventually drink 150 a year.We see greater growth from teas and coffee,as well as Minute Maid juice,the CEO predicted.