COCA-COLA BEGINS QUEST 4 GOLD PROMOTION
By Adnews Staff
Toronto-based Coca-Cola has begun a national promotion tied to the Olympics called "Quest 4 Gold." The promotion, which will run until Aug. 29, involves the products Coca-Cola Classic, Diet Coke, Sprite and Minute Maid. Purchasers of these products can win a credit card worth up to $100,000 as well as free beverages. The instant-win contest functions through the packaging of participating products. Coca-Cola is promoting the contest with English- and French-language television commercials and with in-store displays. Special packaging has also been created. The advertising was developed by MacLaren McCann of Toronto and Cossette Communication-Marketing of Montreal. The ads began a four-week run on June 28. The in-store materials and packaging were created by Marketing Drive Worldwide of Toronto. Public relations for Coca-Cola are handled by Apex Public Relations of Toronto.