Coca-Cola Enterprises loves to talk about how big it is in the UK drinks market. But it is also at great pains to point out how good it is at using local knowledge to tailor activity on a local level ­ right down to running promotions on an outlet by outlet basis. And that's particularly true of its football promotions. In Glasgow, we hear it has been offering shoppers the chance to win two free tickets to a Rangers match in some stores, and a signed Celtic shirt in others. Given the violent rivalry that exists between the two sides, we are told the offers are run only in the "appropriate geography". Can we be the first to applaud this initiative as an example of how a really big company can put its money (and reputation) where its mouth is ­ and in such a potentially risky way. {{COUNTERPOINT }}

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