Coke Plans Branded Personal Stereos to Tune in to Youth

11 January 2002

In the latest attempt to bolster its image with teenagers, Coca-Cola is branching out into electronics.

The soft drinks titan has signed a licensing agreement with technology manufacturer SONICblue to produce and market digital audio players (personal stereos with memory cards to store tracks) carrying the Coke name – the first time its trademark has been used on electronics.

The stereos – which will also display SONICblue’s Rio brand name – will be available via mass-market retailers as well as specialist music stores.

Coke has tried before to increase its youth appeal – in 1999 it put its name to a range of clothing, dubbed Coca-Cola Ware.

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