COCA-COLA TO DABBLE IN WITCHCRAFT
By Adnews Staff
The Coca-Cola Company, based in Atlanta, GA, has formed a new multi-year agreement with Warner Bros. Pictures, based in Burbank, CA., which makes Coca-Cola the global marketing partner for the motion picture Harry Potter and the Sorcerer's Stone. The movie is scheduled to debut on November 16. Coca-Cola will also play that role for the release of the movie on home video. As part of the agreement, Coca-Cola will use its worldwide presence reach to promote Harry Potter and Coca-Cola globally. The company is planing marketing programs surrounding the flagship Coca-Cola brand as well as the juice brands of The Minute Maid Company. Reading initiatives will also be developed over the next few years in areas where Coca-Cola operates. "It was tremendously important that we create a partnership that would have the ability to globally support the power and magic of Harry Potter," said Warner Bros. Pictures president of domestic marketing, Brad Ball. The motion picture is the first to be based on the series of books by author J.K. Rowling. The stories follow the adventures of Harry, an orphaned boy who becomes a student at a school for witches and wizards.