Pepsi may have a bit of Britney, but Coke is getting Harry all to itself.
Atlanta-based Coca-Cola Co. today announced a tie-in deal with the upcoming Warner Bros. film “Harry Potter and the Sorcerer’s Stone,” making the soda giant the movie’s sole promotional partner in exchange for some $150 million in global marketing support. The flick is scheduled for a Nov. 16 release.
Coke will tie Potter promotions to its namesake brand, as well as to Minute Maid and Hi-C, but keep the execution consistent by running a literacy program — much headier fare than the typical Hollywood tie-in. The campaign is expected to be one of Coke’s largest-ever marketing initiatives.
Elsewhere, Coke said it will reprise its role as presenting sponsor of The Essence Music Festival 2001 for the fourth year. Hosted by “Essence Magazine,” the three-day event includes “empowerment seminars” showcasing African-American scholars, artists, and social leaders and a marketplace of Afrocentric art, clothing, books, souvenirs, and local food. The concert lineup includes Destiny’s Child, Maze featuring Frankie Beverly, Jill Scott, Joe, Kelly Price, and Teena Marie.
The event will run July 5-7 in New Orleans. Other sponsors include Chevrolet, Microsoft, Nokia, Southwest Airlines, and hair-care marketer Pro-Line’s Soft & Beautiful brand.
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