SBD/14/Sponsorships Advertising Marketing

COCA-COLA GETS READY TO LAUNCH SUMMER MARKETING EFFORT

     Coca-Cola Co. "will unleash a multi-tiered sports and
musical promo blitz that solidifies ties to the NBA, activates
its 1996 Atlanta Olympics sponsorship" and reprises its "Red Hot
Summer" contest with a heavy radio push, according to the current
issue of BRANDWEEK.  The "onslaught" unfolds this week with the
"biggest-ever effort for Sprite," an NBA-themed under-the-cap
game featuring point-of-purchase ads other promotions with
Pistons rookie Grant Hill in national ads and 16 other NBA stars
in their local markets.  In May, Classic Coke, Diet Coke and
Powerade join Sprite for an "Olympic Ticket" giveaway of 100
instant-win trips.  Point-of-purchase displays will include the
Olympic torch and rings.  The "Red Hot Summer" campaign will
focus on Coke's 20-oz. contour bottle.  A national give-away of
25 Ford Explorers and discounts at Foot Locker will be augmented
with vehicle and local-event ticket giveaways.  The "Red Hot
Summer" campaign will be supported by radio ads aimed at a young
demo (Karne Benezra, BRANDWEEK, 3/13).
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