Coke, Avis adjust in Russia
[volgograd, russia] Coca-Cola Russia in June introduced in this southern city -- one of the poorest in Russia -- a 200-milliliter Coke bottle as part of new marketing campaign designated for the lowest-paid consumers. Coca-Cola Co. is repeating a small packaging strategy it and other marketers such as Unilever have implemented in India and other developing countries. If the launch is successful, the small bottles may be sold in other provincial towns, a Coca-Cola spokesman said. At 12 cents, the small bottle will be affordable to almost any Russian consumer, he said. A half-liter bottle costs 45 cents. Coca-Cola is supporting the initiative in Volgograd with spots on a number of local radio stations, in addition to an outdoor board campaign. Separately in Russia, car rental giant Avis has re-entered the country after a four-year absence. The opening of a Moscow office coincides with the launch of a newspaper, outdoor and radio campaign by Moscow agency Reko. Avis' current Moscow franchise is operated by Russian-Dutch company the Guild Group. Avis, which will operate a 40-car fleet, estimates there are 400 rental cars in Moscow. The company hopes to undercut rivals on price.
Champion plans $2.5 mil U.K. push
[london] Sara Lee Corp.'s Champion USA is waging its first-ever promotional campaign to raise the profile of its classic sportswear brand in the U.K. TBWA GGT Simons Palmer is handling the $2.5 million effort, which it won without a formal pitch on the basis of its relationship with panty hose supplier Pretty Polly, also owned by Sara Lee. Although Champion has been available in the U.K. since 1996, it has never advertised its sportswear. The company is likely to focus initially on men's wear.
Burnett to tout Disney in Japan
[tokyo] Walt Disney Co. tapped Leo Burnett Co. to promote Walt Disney World and Disneyland to the Japanese. "Our goal is to differentiate the U.S. locations from Tokyo Disneyland and to place them on the radar as a holiday destination," said Johanna Metzger, account director at Burnett here. The agency also has won