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Coke's big giveaway

Published on .

Coca-Cola Co. on May 20 will launch a massive promotion for its various Coca-Cola-branded products tied to the 1996 Summer Olympics. During the course of the 11-week push, part of its "Red Hot Olympic Summer" promotion, Coca-Cola will give away $81 million in prizes and offer $1.5 billion in discounts from tie-in partners. They include Avon, Chevrolet, Foot Locker, Mattel, Motorola, Reebok International and Sports Illustrated. The instant win messages can be found under bottle caps or within 12-, 18-, 20- and 24-can packages. Coca-Cola will support with TV, radio and print ads from W.B. Doner & Co., Southfield, Mich.

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