Lenovo forges 2008 Olympics link with Coca-Cola

LONDON - Chinese computer firm Lenovo is to tie up with Coca-Cola ahead of the 2008 Olympics in Beijing.

Both companies are TOP sponsors of the 2008 Olympics and, according to Coca-Cola, they plan to 'pool their strengths to contribute to the 2008 Beijing Games'.

The deal is intended to maximise brand awareness in the increasingly crowded Olympic sponsorship arena.

As part of the promotion, Lenovo is launching a limited-edition, co-branded laptop for the Chinese market. The Lenovo F20 iCoke notebook uses red casing with the Coca-Cola logo.

The partnership follows a retail licensing agreement, announced in March that authorises Lenovo to develop, manufacture and distribute Coke-branded notebooks.

The strategy is a key part of Lenovo's plans to build an internationally recognised brand. Formerly known as Legend, the group rebranded in 2003 after buying IBM's PC division.

A spokesman for Lenovo, said: 'We decided to tie with Coca-Cola in China and Taiwan to promote Lenovo as a quality product and to increase brand recognition in the region alongside Coca-Cola, an international brand.'

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