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Coca-Cola to lend a helping hand for Shanghai World Expo

By Bao Wanxian (chinadaily.com.cn)
Updated: 2009-05-08 17:30

After failing to acquire a stake in Chinese juice maker Huiyuan Juice Group, Coca-Cola, the world's largest beverage maker is back in the limelight for its association with the 2010 Shanghai World Expo.

As the global sponsor, the soft drink giant has recently started a new marketing campaign to ensure better participation for the event.

"We are planning to utilize the opportunity to upgrade our marketing expertise and system resources in China," said Howard Lam, general manager of 2010 Shanghai World Expo Project Group of Coca-Cola China Beverages Ltd.

According to Lam, the company plans to host a series of promotional activities in China to ensure better participation at the expo. For instance, from this month, Coca-Cola will manufacture and sell its soft drink products with a new packaging highlighting the sponsorship for the Shanghai World Expo.

According to Chen Chao, a senior official from Shanghai World Expo Coordination Bureau, Coca-Cola has finished design work for 3,000 square meters of the Coca-Cola Corporate Pavilion in the Expo garden.

Besides using energy-saving materials for the pavilion, the company will also consider its unique experience of sponsoring the Beijing Olympic Games, in order to better run the Coca-Cola Pavilion and manage all the activities during the Shanghai World Expo, said Lam.

"It will be a great opportunity for Coca-Cola to connect with the 70 million visitors estimated to attend the Expo," Lam said.

In addition, as the official soft drink sponsor for the Expo, Coca-Cola will be the only drink available in all the Expo pavilions. "This will help generate another sales spurt during the event," Lam said.

The company has also finished the construction of a world-class research and development (R&D) center in Shanghai.

According to the company, the new R&D center will help promote Coca-Cola services and provide higher-quality drink products to visitors during the Shanghai World Expo.

"The sponsorship for Beijing Olympic Games helped Coca-Cola generate a sales spurt of 25 million bottles. We are now looking at participating in the Shanghai World Expo," Lam told China Daily, explaining that he was confident the 187-day Shanghai World Expo would attract at least 70 million consumers and contribute a strong sales revenue to the company.

To inspire individual actions for supporting Shanghai World Expo's theme "Better City, Better Life", the company is also launching an environment protection innovation campaign among students from over 100 universities across the country.

"Moreover, I think the Shanghai World Expo will just be the starting point for Coca-Cola, in terms of our business strategy in China and in our efforts to promote better life," Lam said.