COKE BEGINS AUCTION PROMOTION
By Adnews Staff
Toronto-based Coca-Cola Ltd. has begun a promotion called the Coke Auction at <http://www.cokeauction.ca>. During the national promotion consumers can bid on various items using credits collected from specially marked 591 ml bottles of Coca-Cola products. To participate, consumers register at the Web site and enter a PIN code found on the back of each specially marked label. Four types of items can be bid on: daily items, buy now items, WOW items and blitz items. The auction, designed by edeal Services Corp. of Toronto, will run until September 3. Participating brands include Coca-Cola Classic, Diet Coke, Diet Coke with Lemon, Sprite, Barq's root beer, Cool from Nestea and Mello Yello. English and French television advertising promoting the auction will begin on May 20. The English creative was done by MacLaren McCann of Toronto while the French-language creative was done by Cossette Communication-Marketing of Montreal. The advertising is being supported with in-store materials created by Marketing Drive Worldwide and with public relations by Apex Public Relations, both of Toronto.