Coca-Cola Co. next year will launch a major consumer promotion for Diet Coke linked to popular literature, the company confirmed. Excerpts from soon-to-be-released novels, targeting adult consumers, will be inserted in 12-packs. Separately, Diet Coke gets its own holiday packaging this year. A new ad campaign is expected as early as late December. Lowe
& Partners/SMS, New York, handles Diet Coke.
Copyright October 1998, Crain Communications Inc.