COCA-COLA BRINGS BACK COKE CARD PROMOTION
By Adnews Staff
Following its use last summer, Toronto-based Coca-Cola Ltd. is bringing back its summer Coke Card promotion. The 2000 program launched this week and runs until September 4, 2000. The Coke Card, aimed at teens, offers savings, deals and discounts when users buy a Coke at participating retailers. Seven million cards, two million more than last year, will be distributed across Canada through direct mail, magazine inserts, event team sampling and retail outlet channels. The Coke Cards are free, wallet-sized plastic cards that are available in 13 different regional versions. Each card comes with an accordion-style fold-out list of participating retailers. In addition to a new look for the cards, new point-of-sale materials were also created for the 2000 program. Coca-Cola will also support the Coke Card promotion with television and radio advertising from Cossette Communication-Marketing of Montreal. Advertising launched mid-May in the Quebec market and broke in English Canada earlier this week for a four week run. The Coke Card Web site (http://www.cokecard.coca-cola.ca) also shows card holders where they can use their card, provides answers to frequently asked questions and offers card holders the opportunity to enter contests.