SBD/31/Sponsorships Advertising Marketing

SPRITE WANTS YOUNG PEOPLE TO OBEY THEIR THIRST

     Sprite is pushing it's "Obey Your Thirst" campaign with what
it claims to be one of the most comprehensive consumer promotions
ever.  The official soft drink of the NBA will provide up to 45
million bottles of Sprite and 3.6 million Sprite/NBA prizes to be
won by consumers.  The campaign will also feature 15 NBA players
in their local markets, including Grant Hill.  The "Under the
Cap" promotion gives consumers a chance to win prizes including
Starter caps, Champion Jerseys, Starter Warm-up suits, Spalding
basketballs, and NBA player calendars.  Hill is featured in the
ad campaign, which is being conducted in the U.S. and
internationally.  Coca-Cola VP/Marketing Frank Bifulco: "The NBA,
more than any other sport, has the right attitude for Sprite's
'Obey Your Thirst' campaign."  The 15 players in local markets
will participate through personal appearances, ads, and point-of-
sale materials (Coca-Cola).  Coca-Cola would not disclose how
much it was spending on the promotion (Chris Roush, ATLANTA
CONSTITUTION, 3/31).
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Related Topics:

Coca-Cola, NBA, Russell Athletic

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