Coca-Cola Co., Atlanta, confirmed it's ending the elaborate Coca-Cola Card summer promotion after a two-year run, and is looking for a new tactic for next year. The teen-targeted promotion linked Coca-Cola Classic with numerous local marketers. In this year's effort, ended Sept. 6, the marketer distributed 45 million cards giving access to free voicemail accounts. One bottler said the promotion was too subtle. A company spokeswoman said 4 million voicemail accounts were activated over the summer. Roster agency D'Arcy Masius Benton & Bowles, St. Louis, created TV advertising for the promotion.
Copyright September 1999, Crain Communications Inc.