Coke bulks up its health, wellness messaging with fitness show
Coke announced today that it has entered into a two-year sponsorship agreement with on-demand fitness network, Exercise TV. The agreement takes effect on the first of the year.
As part of its agreement with Exercise TV, Coke’s Enviga green tea and brand images will appear on some of the channel’s 200 workout shows. The two will also create original Enviga programming, USA Today reports. Other elements of the agreement include exclusive content for MyCokeRewards.com. Some of the company’s non-cola product lines are Minute Maid, Powerade, Enviga and Dasani.
Financial terms of the agreement were not disclosed.
Coke, like many other companies who get knocked by health and wellness advocates, has been looking to expand its portfolio to include products that will appeal to the health-conscious consumer and did so earlier this year with its purchase of Glaceau, which own Vitaminwater.