COKE CARD SUMMER PROMOTION
By Adnews Staff
For the first time in Canada, Toronto-based Coca-Cola Ltd. is launching its Coke Card marketing initiative. Beginning May 2, five million Coke Cards will be distributed in an English Canada program that targets the teen market. Over 100 people in Coke Card event teams will distribute the cards across the country. The Coke Card event teams will be managed by Inventa Sales and Promotion. The Coke Card is a plastic, wallet-sized card that can be used at various Coca-Cola customer locations throughout the summer to get special values and deals. Each card come with an accordion fold-out list of available value offerings, deals and savings. The program will be promoted through a marketing campaign including radio and television advertising, point of sale support and direct mail materials. The campaign, which breaks mid-May, was created by Cossette Communications of Toronto. Point-of-sale support was done by Impact/FCB. PR for Coca-Cola is handled by Langdon Starr Ketchum of Toronto.