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Coca-Cola quenches thirst for branded content

Beverage behemoth Coca-Cola has entered into a two-year agreement with the US online/VOD channel ExerciseTV to co-create original programming that integrates brand messaging with fitness themes. The channel currently offers kid content as part of its repertoire.
January 2, 2008

Beverage behemoth Coca-Cola has entered into a two-year agreement with the US online/VOD channel ExerciseTV to co-create original programming that integrates brand messaging with fitness themes. The channel currently offers kid content as part of its repertoire.

With an initial production slate in the works, a series entitled Enviga Calorie Burn is tapped to lead the way this spring. The sponsorship deal will also see existing ExerciseTV programming get customized brand message integration, product placement and signage. There was no word on whether this would include Exercise TV’s kids content, but with the current climate surrounding advertising and childhood obesity this might offer the beverage giant a new outlet to reach younger consumers.

ExerciseTV’s current kids offerings include DVDs such as YogaKids, Kid’s Walk, Pilates for Kids and Denise Austin’s Fit Kids. The year-old VOD network is available in more than 23 million homes in the US, and was developed by Body by Jake‘s Jake Steinfeld and founded by Comcast.

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