COCA-COLA LAUNCHES OLYMPIC PROMOTION
By Adnews Staff
U.S.-based Coca-Cola launched a North American promotion this week for the various forms of Coke. In the Red Hot Olympic Summer promotion, the soft-drink company will give away $81 million(US) in prizes and offer $1.5 billion in discounts from tie-in partners. The latter include Avon, Chevrolet, Foot Locker, Mattel Inc., Motorola, Reebok International and Sports Illustrated. Consumers win instant prizes by turning up the right messages in bottle caps or in packages of cans. TV, radio and print advertising is supporting the promotion. W.B. Doner & Co. of Southfield, Michigan created the promotion. Toronto promotion house Impact/FCB Canada localized the promo for Canada. FCB Canada's media arm, Optimedia, places all Coca-Cola advertising in Canada. Coca-Cola re-introduced the bubble bottle last week for its Sprite soft drink. The bottle was first introduced in the 60s and was used until the late 70s, when a more generic packaging took over. Coca-Cola says it decided to change back because its market research showed the bubble shape was preferred over other forms. North American TV advertising for Sprite began last week with the tagline, "Image is nothing, thirst is everything." It was created by the Atlanta office of Lowe & Partners/SMS.