COKE CREATES PRIZE-LADEN 'RED CREW'

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Coca-Cola Co. has kicked off its 1997 promotional push with a grass-roots giveaway featuring a roaming "Red Crew" that searches for Coca-Cola Classic drinkers.

The "Get Caught Red Handed" promotion will offer 200,000 instant prizes, including Club Med vacations. More than 200 "Red Crew" members-organized and deployed by Momentum IMC, the event marketing arm of McCann-Erickson Worldwide, New York-will make more than 50,000 visits to stores, movie theaters and even homes in their search.

McCracken Brooks Communications, Minneapolis, helped Coca-Cola conceive the promotion; W.B. Doner & Co., Southfield, Mich., created the TV ad support, now under way.

Pepsi-Cola Co. in April or May will repeat "Pepsi Stuff," its successful grass-roots promotion of last year. A six-month effort conceived in-house, the promotion enabled consumers to collect points through purchases and redeem them

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