The Big Tent
Coke has plugged its flagship cola at other Olympiads for decades. But this blitz is especially important for the brand as the Games present a chance for it to vault ahead of arch rival Pepsi-Cola in the race for China's 1.3 billion coveted consumers -- a market that Coke says could be its biggest in the future. Coke is the global leader in the cola wars, with roughly half the market, more than double PepsiCo Inc.'s soft-drink share. In China, Pepsi-Cola is No. 1 -- but early results show Coke's Olympics push, which began in early 2007, is eating into Pepsi's lead. Last year, the Coca-Cola brand claimed 22% of the country's carbonated soft drink market, up half a percentage point from 2006. That still left Coke trailing Pepsi's 22.9% share, which dipped from 23.3%, according to research firm Euromonitor International.