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COCA-COLA GETS READY TO LAUNCH SUMMER MARKETING EFFORT
Published March 14, 1995
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).