Atlanta-based Coca-Cola. Co. is bringing last summer’s successful pop-top back for another run, as Diet Coke and Sprite join the flagship Coke brand on an instant-win game offering consumers a chance to win one of five $1 million grand prizes, thousands of $25 cash prizes, unique “experiences,” and free product.
Consumers find prize-winning messages under faux can tops or bottle caps. Packaging also contains coupons for free soda behind labels. In addition to the cash and product giveaways, Coke is dangling “behind-the-scenes” experiences including a music video shoot with pop star (and newly signed Coke endorser) Christina Aguilera, a trip to Hawaii with ESPN’s Chris Berman for a football game, a family reunion in the Florida keys, a trip to the Cannes Film Festival, and a trek to the 2002 NBA All-Star Game to meet all-star Kobe Bryant. St. Louis-based Momentum handles, with an assist from D.L. Blair (an Interpublic affiliate), Garden City, NY, on administration.
Coke executive vp-coo Sandy Douglas says this year’s effort will outshine the original. “Involving additional brands and awarding more innovative prizes will take the enthusiasm of consumers and our customers to a new level.”
The promotion will be supported with national and local TV spots, radio spots, and print and electronic ads breaking in mid-May. Ads feature Aguilera and carry the tagline, “Why not you, why not now?”
Participating retail accounts will run a complementary fountain program featuring peel-and-win cups and similar prizes. Vienna, VA-based America Online will chime in with an Internet promotion still being developed via Seismicom, San Francisco.
Network
