A Coke spokesman said the company plans to charge an entry fee, but does not plan to profit from the center.

"There's certainly a pattern here," said Ben Deutsch, a Coke spokesman.

"We're refreshing it to remain relevant to today's consumers," said Kelly Brooks, a Coke spokesman.

A Coke spokesman, Ben Deutsch, said the research is in the early stages but declined to comment further.

A Coke spokesman said the company planned a print campaign for Dasani this year, emphasizing relaxation and gardening.

A Coke spokesman, Rob Baskin, said the charge amounted to $80 million.

Bob Bertini, a Coke spokesman, said the company wanted to make the broadcast more than simply "a place to debut a new campaign."

A Coke spokesman refused to comment on the talks yesterday.

A Coke spokesman said the company sought the advertising deal because it wanted to reach the channel's target audience.

Gordon is, as a Coke spokesman put it, "sponsored by another beverage company" (the word Pepsi may not pass certain lips).