BLOCKBUSTER AND COCA-COLA SIGN FIVE-YEAR GLOBAL MARKETING DEAL
By Adnews Staff
Blockbuster Inc. of Dallas, TX and The Coca-Cola Company of Atlanta, GA have formed a five-year global marketing and product alliance agreement. The multi-million dollar deal builds on a distribution agreement the two companies have had in place since 1985 in which Blockbuster distributes Coca-Cola products in its 8,000 international stores. The expanded agreement will see Coca-Cola purchase media assets from Blockbuster as well as partner with Blockbuster in various national promotions. This spring Coca-Cola will purchase space on Blockbuster's in-store television network and on its direct mail and point-of-sale coupons. A new national campaign called the Blockbuster and Diet Coke "Steal the Scene" promotion will also begin this week. It consists of an instant-win game on specially marked packages of Diet Coke, promoted with a 30-second television spot, a 60-second theatre spot, print advertising and in-store materials. "Blockbuster's brand appeal, customer base and retail locations in U.S. and global markets, coupled with the Coca-Cola brand leadership and unparalleled distribution systems make this a perfect relationship," said William Levisay, senior vice-president of customer and alliance marketing for Coca-Cola North America.