Coca-Cola, under fire for months for its sponsorship of the 2014 Winter Games in Sochi, Russia, may try and blunt criticism from LGBT activists by running a Super Bowl ad "touting its commitment to diversity," writes Scott Wooledge at DailyKos:
A reliable source provides some interesting news: In an effort to spin their way past protests over their sponsorship of the Sochi Olympics in Russia, Coca Cola has contracted to place an ad in the Superbowl touting its commitment to diversity. Described as a Benetton's style feel-good "we are the world" commercial, reliable sources say the media purchase was only for the United States market.
Coke's PR team must be putting in some very long nights these day. An Olympic sponsors social media protest movement has sprung up, causing enough trouble to catch even the attention of New York Times and Wall Street Journal. Initially the property of McDonald's the #CheersToSochi hashtag has been hijacked and now also used against Coke and evolved into an all-purpose Olympic sponsor protest tag.