Coca-Cola Co. is running a nationwide radio contest in more than 130 markets for a free lunch with Lucky Vanous, the hunky star of the ubiquitous "Diet Coke Break" TV spot from Lowe & Partners/SMS, New York.
In the commercial, Mr. Vanous plays a construction worker ogled by a group of female office workers every morning at 11:30 as Etta James' "I Just Wanna Make Love to You" plays in the background.
Contest radio spots from McCann-Erickson Worldwide, Atlanta, began in some markets last week and will break in other areas by the end of July. Winners will be announced in August.
Mr. Vanous will also greet non-winners at retail outlets in the seven cities where the lunches will be held.
A Coca-Cola spokeswoman said the contest idea came from consumers' "desire to know more about Lucky. We get a lot of calls specifically about him ... And I tell you, there are worse things to have to talk about."