Coca-Cola conducts Sprite campaign in Toronto, Montreal
By Adnews Staff
Coca-Cola has begun an out-of-home advertising campaign and instant-win contest in support of the Sprite brand. During the back-to-school promotion, consumers can win one of 50 prizes of $1000 in merchandise from clothing company Quiksilver by checking under Sprite bottle caps. The giveaway is being promoted with transit shelter ads and street posters in Toronto and Montreal. The creative incorporates real items of Quiksilver clothing such as pants and shirts. Behind each piece of clothing is a silhouette of the item along with copy reading, “Drink Sprite. You could instantly win $1000 in Quiksilver gear. Like the pants somebody ripped off this poster.” Additional support includes online materials and television advertising on specialty stations MuchMusic and MusiquePlus. The campaign was developed by Cossette Communication-Marketing of Toronto. “We really wanted to communicate exactly what could be won with our Quiksilver promotion and what better way to do it than actually using the clothing as an advertising vehicle,” said Angie Balian, senior brand manager for non-cola carbonated soft drinks at Coca-Cola. “We wanted to bring the promotion to life and I think we did just that.”