COCA-COLA STARTS HARRY POTTER PROMOTION
By Adnews Staff
Coca-Cola, the sole global marketing partner for the motion picture Harry Potter and the Philosopher's Stone, has begun a promotion called the "Hogwarts Castle Adventure". Running from October 1 to December 31, the contest will send three Canadian winners on a five-day trip to London next summer. Game pieces are being distributed in 12-can packs and under the caps of two litre bottles of Coca-Cola Classic and Diet Coke. Over 2,000 copies a Harry Potter computer game can also be won. National television advertising, in-store materials and special packaging display imagery of Hogwarts Castle and an owl from the movie. Television advertising created by Leo Burnett in the U.S. was adapted for the Canadian market by Cossette Communication-Marketing. In-store material and packaging was done by Square Peg. Public relations are being handled by Apex Public Relations.