Campaign Includes Book-Buying Intiative for Libraries

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BOSTON ( -- Coca-Cola Co. next week begin its approximately $150 million promotion for the movie Harry Potter and the Sorcerer's Stone, a four-spot initiative that includes radio, interactive, on-package graphics and other merchandising.

The marketing and advertising program stretches over three years, runs in more than 30 global markets and ties into a promotion with Reading Is Fundamental. There are two promotional spots for the movie and two plugging its association with RIF.

Book donations
As part of its sponsorship with RIF, Coca-Cola has given $18 million in grants to help buy books for libraries in poor areas. The ads, replete with mystical music and images from the book, will run on network and cable TV from Oct. 16 through the end of November. No characters from the Warner Bros. movie, which debuts Nov. 16, will be featured.

Coca-Cola has a tie-in with the second Harry Potter movie next year, and more ads will come then.

The program will include tailored promotions with mass merchandisers, grocery store chains and drug stores. Players have the chance to win a visit to an English castle as well as movie cash and free Coca-Cola products.

Coca-Cola's Minute Maid division also is running two spots. This Harry Potter work is some of the last from Bcom3 Group's Leo Burnett, Chicago, for Coca-Cola. The agency was dismissed from the account last month.

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