COCA-COLA TO INTRODUCE PARTY CAMPAIGN
By Adnews Staff
Toronto-based Coca-Cola Canada launched what it says will be the biggest campaign in its history this week. The campaign is called Coca-Cola Refreshment Party '98 and will feature a party van traveling to various events across the country for the next four months promoting Coca-Cola products. In addition, Coca-Cola will launch a contest where consumers will have a chance to win one of 100 Refreshment Parties for up to 24 of their friends or family. Coca-Cola will supply each party with Coca-Cola product, a Ducane BBQ and food, a Panasonic Mini stereo, CDs and a Coca-Cola branded cooler. At one of the Refreshment Parties, the partygoers could each win $10,000. All of the parties will be held on Nov. 14. Consumers can win instant prizes as well with Coca-Cola's under-the-cap promotion. Instant-win prizes are Coca-Cola branded Igloo coolers, Panasonic Mini stereos, Ducane BBQs and Coca-Cola products. The campaign will be supported with TV and radio ads created by Cossette Communication-Marketing of Toronto, while Impact/FCB of Toronto developed the promotion.