• Brandweek, Monday, December 31, 2007 11:15 AM

Coca-Cola has cut a deal with Exercise TV that will bring its waters, juices and juice drinks, teas, energy and sports drinks and various other products to the video-on-demand network for at least the next two years. Launched last year, ExerciseTV is currently available in more than 23 million homes. It is the brainchild of Jake Steinfeld of "Body By Jake" fame, but developed by Comcast.

Under the pact, Coke will integrate brand messages into shows they will co-create, along with existing programming. "Our partnership with ExerciseTV is ideal because it clearly demonstrates how our broad portfolio of brands fits naturally into a balanced and active lifestyle," says Greg Downey, group director of entertainment marketing, Coca-Cola North America. "The opportunity to create original content appealed to us, and we think consumers will enjoy the results of these efforts."

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