"Incredible Summer," which Coca-Cola Senior VP-Chief Marketing Officer Sergio Zyman has said "will obliterate every other promotion in the marketplace," starts June 2, offering consumers debit cards in Coca-Cola packages that they redeem at automated teller machines for amounts up to $100 (AA, May 12).
Coca-Cola is expected to spend at least $15 million to advertise the promotion.
BOON FOR BURNETT
The high-profile assignment is a boon for Burnett, which has seen its star rise at Coke lately.
A TV spot for Coca-Cola Classic, "Motel," landed on Coke's global reel alongside a host of spots from Coke's Edge Advertising, Los Angeles.
And a new pool of Diet Coke spots, most via Lowe & Partners/SMS, New York, also contains a commercial created by Burnett's office in Milan; it was adapted with Diet Coke's new theme line, "You are what you drink" (see Bob Garfield's Ad Review, on Page 85).
Burnett referred calls on "Incredible Summer" to Coke, which confirmed the agency was given the assignment.
The promotion is a much needed morale-booster at Burnett, which has recently