Beijing – One year out from the Beijing Olympics, marketing campaigns by the major Games sponsors are galvanizing Chinese consumers. In the latest survey conducted by CSM Media Research, each person polled could recall, on average, 5.5 Olympic promotions. CSM says Coca-Cola is leading the way for Olympics promotion “cut through,” spurred by TV ads fronted by celebrities such as world 110 metres hurdles champion Liu Xiang and US-born Taiwanese singer Pan Wei Bo. “Coca-Cola maintains its Number 1 position as the brand whose promotions leave the deepest impressions on respondents,” the firm says. Its research also found a wide degree of difference in effectiveness from brand to brand. “The Olympic promotion environment represents the convergence of widely disparate brands and promotional methods, making it increasingly difficult for brands to stand out in this hyper competitive environment,” it notes.