July 19, 2004
Coke signs Armstrong through 2006
As expected, Coca-Cola has renewed its promotional agreement with Lance Armstrong, currently promoting the company's bottled water brand, Dasani.
Coke has sponsored Armstrong since 2000, and the new deal runs through 2006, when Armstrong will be 35.
"The decision to re-sign with Lance was an easy one," said Javier Benito, chief marketing officer of Coca-Cola North America. "Lance is an incredible inspiration for his spirit and confidence on and off the bike, which is a perfect fit with the active, optimistic personality of the Dasani brand."
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Javier, How much personality has a bottle of water? I feel very sorry for you!
Posted by: Michael Spillane at Jul 19, 2004 7:23:11 PM