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COCA-COLA LAUNCHES NEW 'ALWAYS' ACTIVITIES WITH NEW COMMERCIAL DEBUTS, MASSIVE PROMOTION

 ATLANTA, March 28 /PRNewswire/ -- Always something happening.
 That's the message from Coca-Cola USA with the announcement today of its latest "Always Coca-Cola" activities:
 -- Two new "Always Coca-Cola" commercials -- one directed by Rob
 Reiner and the other by Richard Donner -- get their network
 television debuts during ABC's Academy Awards telecast Monday,
 March 29.
 -- Beginning next week, 1 million free cases of Coca-Cola classic
 can be claimed by consumers in a massive new promotional program.
 -- The "Always Coca-Cola" graphic device -- the red disk, contour
 bottle, Coca-Cola trademark and the word "Always" -- begins
 appearing this week on all Coca-Cola classic packages.
 The new "Always" television spots will be part of a three-minute blitz of Coca-Cola advertising on the Academy Awards telecast, annually one of the most highly rated shows on network television.
 The spot directed by Mr. Reiner, whose feature film "A Few Good Men" is nominated for a Best Picture Oscar, is titled "Real Things Last." It traces the relationship of a couple over decades and the times that couple share with Coca-Cola.
 "Spaceship," the spot directed by Mr. Donner, features some out of this world perspectives of the global popularity of Coca-Cola.
 The promotion being launched next week will award certificates for a free case of Coca-Cola classic to the first million consumers who buy a case. Consumers then mail in proof-of-purchase, a store cash register receipt (or photocopy) and an official entry form found at the point of sale.
 The certificates provide consumers a variety of choices for claiming their free case, including 12-packs, six packs, and two- and three-liter bottles.
 All others who enter the promotion but are not among the first million consumers will receive two coupons for $1 off Coca-Cola soft drink products during the same period. Entries must be postmarked no earlier than March 29 and received by May 1.
 -0- 3/28/93
 /CONTACT: Bob Bertini of Coca-Cola USA, 404-676-5173/


CO: Coca-Cola USA ST: Georgia IN: ADV SU:

BN-MP -- ATSU001 -- 0277 03/28/93 18:32 EST
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Publication:PR Newswire
Date:Mar 28, 1993
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