Coke mounts major Canadian promotion

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TORONTO -- Coca-Cola Canada this week broke its biggest marketing push ever with a fivemonth Refreshment Party '98 campaign running coast to coast. "We're trying to create a 360-degree landscape," says VP-Marketing Tracy Eckebrecht in Toronto.

"Everywhere the consumer goes this spring and summer, they'll see the campaign themed on having good times with family and friends, something Coke's research found is highly valued in Canada,'' she said.

An initial Canadian-produced TV spot from Cossette Communication-Marketing in Toronto and Montreal launches today along with radio, event marketing, point-of-purchase, prizing and a contest giving away 100 Refreshment Parties for up to 21 of the winner's friends or family. Coke will supply each party with Coca-Cola product, a Ducane BBQ and food, a Panasonic Mini stereo, CD's and a Coca-Cola branded cooler. At one of the 100 parties, one lucky group will win $7,500 for each party-goer.

Two other TV spots follow over coming months. There's also a party van traveling to various events across the country for the next four months, promoting Coca-Cola products.

All creative and executions are unique to Canada. Spending wasn't disclosed, and Ms. Eckebrecht declined to discuss any comparisons with previous campaign budgets.

Featured heavily in the campaign are local retail-level promotions with party-oriented prizes varying from one account to another. Highlighting Coke's event marketing are Department of Refreshment Agents, black-clad folks who bring the brand to community events and retail locations. Impact/FCB, Toronto, developed the promotion.

Copyright May 1998, Crain Communications Inc.

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