Replay adding Coke to menu

First spots to bow next month

By MARC GRASER

ReplayTV, a maker of set-top boxes that allow viewers to control the programming on their televisions, has landed the Coca-Cola Co. as the first major nonentertainment brand to create advertising on the devices.

As part of the multiyear deal, Coca-Cola said it will use several advertising outlets offered by ReplayTV's service to promote and deliver ads to customers, including banner ads and title sponsorship of an editorial ReplayZone.

The first spots will bow next month. Financial terms of the deal were not disclosed.

In addition, ReplayTV and Coca-Cola have the opportunity to develop cross-promotions.

ReplayTV recently inked a similar deal with Universal Pictures.

"We are always looking for new and inventive ways to connect people with Coca-Cola," said Coca-Cola veep and director for media and marketing assets Chuck Fruit. "We've chosen the ReplayTV Service to launch our personal television advertising campaign because it offers an innovative approach in creating relationships with TV viewers."

Investors in Mountain View, Calif.-based ReplayTV include Excite@Home, Scientific-Atlanta, News Corp., Universal Music Group, Comcast, Motorola's broadband division, Sega and Matsushita Electric.