COCA-COLA BEGINS HARRY POTTER MERCHANDISING PROGRAM
By Adnews Staff
Coca-Cola will begin a national merchandising program this week tied to the Nov. 15 release of Harry Potter and the Chamber of Secrets. The program is part of Coca-Cola's global sponsorship of the Harry Potter movies. The initiative will include temperature-sensitive messages on 2 litre bottles of Coca-Cola Classic and three packaging designs for 12-can packs of Coca-Cola. The hidden messages contain four different answers to the question "Which Quidditch team would you cheer for?" They appear when the bottle is cooled to 11 degrees Celsius. The three 12-pack designs depict collectible images of characters from the movie along with movie questions and answers. A 30-second English television commercial will promote the merchandise. The spot was created by McCann-Erickson of New York and adapted for Canada by MacLaren McCann of Toronto.