Coca-Cola Canada conducts Nikki Beach promotion
By Adnews Staff
Coca-Cola Canada has begun a marketing initiative for Diet Coke tied to the brand's sponsorship of Nikki Beach, a chain of beach bars. The promotion includes an online contest at <http://www.icoke.ca/dietcoke>. Visitors to the site can read Twitter messages that will direct them to location where they can enter the contest. Promotional workers will conduct product sampling at these locations. The winner will receive passes to Toronto International Film Festival events at the Nikki Beach location in that city. A national fall advertising campaign for Diet Coke will accompany the contest. It will include print, out-of-home, digital and in-store advertising. "Nikki Beach is a leading brand synonymous with entertainment, music and fashion and aspires to a similar consumer as Diet Coke," said Hayley Shay, manager of the Diet Coke brand. "By partnering with Nikki Beach, we are able to provide our consumers with access to the most exclusive film fest party in Toronto and give them a fully integrated and branded VIP experience at the event." The campaign was developed by Cossette, Mosaic, Henderson Bas and Daniel Paquette Public Relations.