Coca-Cola launches online ads in the U.K.

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Coca-Cola has chosen Associated Electronic Publishing's UK Plus and Soccernet as the first U.K. Web sites on which to advertise. The U.S. soft drink's aim is to reach soccer fans. UK Plus was launched in January by journalists at U.K. publisher Associated Newspapers to help British users access those Web sites which are most relevant to them.

Soccernet, is a soccer site which, with more than one million pages viewed every week, claims to be the number one such site worldwide. "Rather than try to attract football [soccer] fans to the `Coca-Cola' site, we chose UK Plus and Soccernet as the vehicles for our promotion because we wanted to reach football [soccer] fans," says Coca-Cola GB Marketing Manager David Glik.

The online ad deal ties in with Coke's ongoing marketing strategy of targeting soccer fans, following the Euro 96 competition, and the slogan: "Eat football. Sleep football. Drink Coca-Cola." Specifically, it is promoting Coke's competition to play at Wembley or Hampden Park, for which entrants need to collect proof of purchase of special promotional packs of the drink.

Copyright March 1997, Crain Communications Inc.

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