Coca-Cola North America today announced it has entered into a two-year agreement with ExerciseTV, the first comprehensive, on-demand network dedicated to fitness, sports training and motivational programming. The sponsorship relationship starts January 1, 2008.
The sponsorship arrangement will highlight numerous brands from Coca-Cola’s broad portfolio of beverages through a variety of integration channels.
Coca-Cola and ExerciseTV will co-create original programming and integrate beverage brand messages and product functional attributes.
Additionally, customized brand message integration, product placement, and signage will be featured on existing ExerciseTV original and non-original programming.
Additional elements include exclusive content for MyCokeRewards.com.
“For more than 100 years, Coca-Cola has been working with a variety of organizations to encourage physical activity, fitness and overall well-being. Our partnership with ExerciseTV is ideal because it clearly demonstrates how our broad portfolio of brands fits naturally into a balanced and active lifestyle,” said Greg Downey, Group Director of Entertainment Marketing, Coca-Cola North America. “The opportunity to create original content appealed to us and we think consumers will enjoy the results of these efforts.”
“Coca-Cola continues to make great strides in educating the public about the importance of exercise, and how its broad range of products can benefit health-conscious consumers,” said Jake Steinfeld, founder of ExerciseTV and founder and CEO of Body by Jake Global. “Our partnership with Coca-Cola blends ExerciseTV’s expertise in the fitness field with Coke’s incredible marketing, and the final result is fun, entertaining and integrated programming that will help consumers achieve their fitness goals.”
ExerciseTV offers consumers unprecedented access to the world's leading fitness videos/DVD’s 24 hours a day, seven days a week via the video-on-demand (VOD) platform offered with Comcast, Time Warner Cable, Cox Communications and online at www.excercisetv.tv. ExerciseTV viewers can use the service's DVD-like functionality to work out at their own pace in the privacy and comfort of their own homes. ExerciseTV currently offers more than 200 on-demand workouts in categories including: Pilates, yoga, cardio, quick workouts, abs, kids’ fitness, sculpting and toning, dancing, walking, workouts for men, and pre- and post-natal fitness.
The VOD platform in general—and ExerciseTV’s workout programming in particular—engages viewers on a much higher level than basic cable or broadcast networks. VOD is an active experience for viewers, requiring them to interact with their TV to select the programming they’d like to watch. And when working out with a VOD program, viewers are naturally focused intently on the content. Thus, the advertiser’s message is being exposed in an organic, non-obtrusive fashion to consumers who are a natural audience for those messages.
For those curious about what Coca-Cola co-created original content may look like, Greg Downey says consumers can expect to find some easy and fun ways to workout anytime, anywhere. “If someone is looking to experience a new, refreshing way to burn some calories, check out the Enviga Calorie Burn Series starting this spring with three unique programs that encourage people to find fun ways to stay active.”
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of the world's top five nonalcoholic sparkling beverage brands, including the Diet Coke, Fanta and Sprite brands, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website at www.thecoca-colacompany.com.
About ExerciseTV
ExerciseTV is a multi-platform, on-demand media-company dedicated to fitness, motivational programming and sports training. The video-on-demand (VOD) television network, which launched in January 2006, is currently available in more than 23 million homes in the United States via Comcast, Time Warner Cable, Cox Communications and Bresnan Communications. ExerciseTV was founded by Jake Steinfeld of "Body by Jake," and developed by Comcast Corporation (Nasdaq: CMCSA, CMCSK), the nation's leading provider of cable, entertainment and communications products and services. ExerciseTV is managed by Comcast, with New Balance Athletic Shoe, Inc., and Time Warner Cable acting as additional equity partners. For more information, please visit www.exercisetv.tv.