CARACAS--Coca-Cola Co. is counting on a horde of friendly aliens called Hielocos (Crazy Ice Beings) to boost sales in Venezuela by 10% during September, October and November over the same period last year, according to Marketing Manager Maria Ximena Rodriguez. The target audience of 5-to-12-year olds can trade bottle caps for their favorite Hielocos at 6,000 exchange centers throughout the country.
Leo Burnett Co. handles the $1.5 million, eight-week TV, radio and print campaign. A teaser spot kicked off the full campaign Sept. 13.
Coca-Cola looks upon the Hielocos, which children avidly swap with friends, not only as an immediate sales incentive but as a way to strengthen the brand.
Copyright September 1999, Crain Communications Inc.