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COCA-COLA FIFTH AVENUE OPENS TO QUENCH CONSUMER THIRST FOR FAMOUS TRADEMARK

                    COCA-COLA FIFTH AVENUE OPENS
           TO QUENCH CONSUMER THIRST FOR FAMOUS TRADEMARK
             Retail Store Scheduled to Open November 20
    NEW YORK, Nov. 19 /PRNewswire/ -- Coca-Cola, the world's best-known trademark, joins the parade of famous names along the world's best-known street when Coca-Cola Fifth Avenue opens Wednesday, Nov. 20.
    The Coca-Cola Company (NYSE: KO) is opening the 3,000-square-foot retail store at 711 Fifth Avenue, the New York headquarters building of the Company since 1982.
    "It seems fitting that the world's most popular consumer product have a home on the world's most popular shopping avenue," said Peter S. Sealey, senior vice president and director, Global Marketing, The Coca-Cola Company.
    "Coca-Cola is a part of everyday life for millions of people," he said.  "The special relationship that exists between consumers and our product has generated a demand for Coca-Cola trademarked items.
    "Coca-Cola Fifth Avenue is our response to this demand and the many people who have told us they would enjoy having clothing, toys, glasses and other items with the Coca-Cola name."
    The unique Fifth Avenue store will give shoppers a chance to experience the tradition, fun and excitement of Coca-Cola, as well as satisfy their thirst for merchandise carrying the world-famous red-and-white logo.
    More than 500 different licensed Coca-Cola trademark items will be sold at the store.  Merchandise will include apparel and accessories, trays, containers and glassware, toys, collectibles, and other specialty items such as post cards, key chains and pens.
    In addition, clothing and other merchandise featuring the distinctive Coca-Cola Fifth Avenue trademark has been developed for sale exclusively at the Manhattan store.
    "At Coca-Cola Fifth Avenue, an 8-year-old, or his or her parents, can shop for gifts," said Mr. Sealey.
    "Coca-Cola is for everybody, and people from all over the world will be able to visit the store and see something -- whether a piece of merchandise or memorabilia -- that reminds them of home," he added.
    Special exhibits of Coca-Cola memorabilia and early 20th century advertising from the Company's extensive archives will lend ambience to retail displays of reproduction tin boxes, trays, glasses and other collectibles.
    Another feature of the store is an interactive video unit housed inside an eight-foot-tall Coca-Cola can.  The "Take Five" display will show video flashbacks of world events and cultural history, interwoven with the story of Coca-Cola, in five-year segments from 1886 to the present.
    Coca-Cola Fifth Avenue is the first retail store owned and operated by The Coca-Cola Company outside of its corporate hometown, Atlanta.  In Atlanta, the Company operates The Trademart at The World of Coca-Cola, a popular tourist pavilion that attracted over 870,000 visitors in its first year just completed.
    Coca-Cola Fifth Avenue was designed by Ronnette Riley Architect of New York.
    -0-                 11/19/91
    /CONTACT:  Linda Peek of The Coca-Cola Company, 404-676-4848/ CO:  The Coca-Cola Company ST:  New York IN:  REA SU: BR-TG -- AT004 -- 4803 11/19/91 09:09 EST
COPYRIGHT 1991 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Nov 19, 1991
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