Per Variety:
ROME ? The Coca Cola Company has taken legal action against producers of a spirituality themed Italian film set in present day Israel in which Jesus drinks a can of Coke in the desert. …
In the desert, near the biblical Emmaus, the Italo ad man gives Jesus a ride on his Jeep, hands him a Coke, and, while Jesus is quenching his thirst, says: “My God, what a testimonial!”
Coca Cola in a letter complained to producers Graziano Prota and Angelo Sconda demanding that the scene be cut because it is likely to give Coca Cola a negative image and complaining that use of their brand was unauthorized.
“We are not interested in this kind of product placement,” a Coca Cola Italia spokeswoman said.
I find that last comment important, especially considering what kinds of product placement some companies are interested in.
