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Coca-Cola readies ‘Four-Pack’ of athletes for Sochi 2014 Winter Olympics

BY Jason Owen

 ATLANTA — Coca-Cola announced this week a new quartet of athletes, including two Olympic champions, a world-class legend and a Paralympic hopeful, who will represent the brand for the Sochi 2014 Olympic Winter Games.

The foursome will have prominent roles in the company’s marketing efforts leading up to the Games and will be featured, in part, in digital advertising, packaging and retail POS. Members of the Coca-Cola “Four Pack” also will serve as “Ambassadors of Active Living” to encourage and inspire fans to lead healthy, balanced lifestyles.

This week, the Coca-Cola “Four Pack” joined together in Boston to take part in a photo and video shoot to capture content and images that will be used in the company’s marketing efforts. The collection of athletes includes:

  • Michelle Kwan – two-time Olympic medalist in women’s figure skating. Kwan also is a five-time World Champion, nine-time U.S. National Champion, and is the most decorated figure skater in U.S. history;
  • Ted Ligety – gold medalist in men’s alpine skiing at the 2006 Winter Olympics in Torino and Sochi 2014 hopeful. Ligety also was a three-time Gold Medalist at the 2013 World Championships, and has won a World Championship (2011), two World Cup Overall Giant Slalom Championships and six U.S. National Championships;
  • Evan Lysacek – gold medalist in men’s figure skating at the 2010 Winter Olympics in Vancouver and Sochi 2014 hopeful. Lysacek also has won a World Championship (2009) and two U.S. Championships (2007, 2008). His 10 major titles make him the most decorated U.S. male skater in the past decade; and
  • Amy Purdy – three-time World Cup champion in para-snowboarding and currently the top-ranked female adaptive snowboarder in the U.S. and a Paralympic hopeful for Sochi 2014.

This is the fourth consecutive Olympic Games in which Coca-Cola has featured a collection of athletes as part of its Olympic marketing program. The “Six Pack” that competed in Beijing in 2008 brought home 14 Olympic medals, the “Six Pack” from Vancouver won four and the “Eight Pack” from London earned 12.

Specific plans for how the “Four Pack” will be featured in the Coca-Cola 2014 Olympic program will be revealed later in 2013.


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Kmart responds to ‘Ship My Pants’ ad parody deemed racist

BY Alaric DeArment

NEW YORK — Kmart got mixed, albeit largely positive reviews, from a couple of ads placed on YouTube, but many people are saying a recent parody of the ads goes too far, and it has attracted a response from the retailer.

The two Kmart-produced ads — "Ship My Pants," to tout the mass-merchandise retailer’s buy-now ship-later service, and "Big Gas Savings," about discounts on gasoline for members of the Shop Your Way loyalty program — quickly went viral on YouTube while also making some people question their taste.

But a new parody of the ad that also went viral, titled "Ship My Knickers," is drawing accusations of racism, and the retailer has distanced itself from the skit. The skit was produced by The Gunfordmay, a California-based sketch comedy troupe.

In response, Kmart posted in its Twitter feed Thursday, "This is not a Kmart ad, nor is this type of content endorsed by Kmart."

 

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McKesson to expand admin tool that augments outcomes-based medicine to eight states this year

BY Michael Johnsen

NEWTON, Mass. — McKesson on Thursday announced seven new clients for its Clear Coverage decision support solution in fiscal year 2013, with an additional seven completing the implementation process. 

New clients, such as Molina Healthcare, are now realizing the benefits of Clear Coverage, which blends coverage, medical appropriateness and provider network intelligence into a single decision stream to support evidence-based, appropriate-care delivery. 

At the same time, this approach has been shown to lower the administrative costs of utilization management by as much as 64%.

"We are expanding our use of Clear Coverage to eight states in the coming year," stated Richard Sanchez, SVP and chief medical officer at Molina. "Clear Coverage will help reduce our administrative costs and enable better collaboration with our providers while driving the consistent application of evidence-based medicine to increase the quality of care."

More than 20 organizations now license Clear Coverage, which incorporates the InterQual evidence-based clinical content portfolio in a fully automated, interactive workflow to allow shared decision-making between payers and providers. Clear Coverage can help automate authorizations, direct patients to in-network service facilities, streamline often time-consuming requirements and tasks for office staff and inform providers about eligibility and coverage specific to each patient, McKesson stated.

"We all understand that reform means having to cut costs and increase quality, but the questions are how, where and what impact will those changes have? Utilization management processes are designed to ensure appropriate care, but because they are traditionally conducted via disparate, manual processes, it takes too long, costs too much and ultimately inhibits the quality of care," commented Matthew Zubiller, VP of decision management at McKesson Health Solutions. "Our customers can use Clear Coverage to make the transition to next-generation utilization management, a prospective, exception-based process characterized by transparency, collaboration and efficiency. This means better health for our customers’ businesses and their patients."

 

 

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