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Industry: Email Alert RSS FeedCoke Strategy: Get 'Mad', Then Pop the Top - Coca-Cola Co. acquires Mad River Traders Inc - Brief Article
Brandweek, May 14, 2001
ATLANTA--Following weeks of rumors, Coca-Cola finally announced the purchase of premium tea, juice and soft drink maker Mad River Traders for a reported $7 million (Brandweek, March 19). Coke is expected to plug the Mad River product line into its distribution system to take on PepsiCo's recently-acquired new age drink SoBe.
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Coca-Cola also released a flurry of five commercials, from Leo Burnett, Chicago, supporting its summer "Pop the Top" promo (Brandweek, April 23, 2001). As expected, Christina Aguilera stars in one of the spots. Radio, print, POP and online support.
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