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Coca-Cola marks 125th anniversary with promos.

ATLANTA -- Coca-Cola Co. is celebrating the 125th anniversary of its flagship brand with a summerlong initiative, including prize giveaways, 8-ounce commemorative bottles, and advertisements drawing the connection between new 1.25-liter bottles and 125 years.

For the third summer in a row limited collector series Coca-Cola packaging will include new iconic summer images meant to convey the fun of a "Day at the Beach" through sunglasses, surfboards and flip-flops, and a "Day at the Park" through baseballs, kites, picnic baskets, and stars and stripes.

"For 125 years Coca-Cola has refreshed the world and celebrated with people as they enjoy fun times with family and friends," said Stuart Kronauge, vice president of Coca-Cola trademark brands for Coca-Cola North America. "From Memorial Day through Labor Day, at the racetrack, the movie theater, their favorite park or a backyard barbecue, Coca-Cola is always where people gather to enjoy summer fun.

"It's because of the millions of people who enjoy the world's No. 1 brand every day that Coca-Cola has reached this milestone in its history. As part of the celebration we want to thank everyone everywhere for drinking Coca-Cola, so we've created two summerlong programs that offer 125 days of prizes. It's one of the many ways we're showing our appreciation to the people who love Coca-Cola."

The first program, available through My Coke Rewards, is designed to help busy mothers create summer family fun with such rewards as concert ticket vouchers, theme park tickets and experiences, trips to national parks, and beach prize packs.

For the second program, for teens, prizes can be instantly claimed with special text-to-win codes found under the caps of Coca-Cola trademark brands. Featured items include movie passes, concert cash, airline ticket vouchers and gift cards for electronics. Over the course of 125 days a prize will be given away every two minutes.

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National advertising on such programs as "American Idol" and the Coca-Cola 600 will be tagged with "125 Years of Sharing Happiness" messaging. Moviegoers will also see in-cinema ads with anniversary messaging.

The Coca-Cola 600, the Coke Zero 400 and Essence Music Festival will feature anniversary messaging, including a special message during the 125th lap of the Coca-Cola 600.

In addition to commemorative packaging, shoppers will see anniversary displays in their local retail outlets and collectible cups in food service locations. The Coca-Cola Freestyle fountain dispenser is upping its offering of drink choices from 106 to 125.

Coca-Cola associates will join the effort by taking part in a special day of service. This systemwide, family-focused program will give associates a way to celebrate the brand's 125th year by saying thank you to the communities in which Coca-Cola operates. Employees will be able to take a day out of the office to join their families to volunteer in their local communities.

On May 7 Coca-Cola hosted a festival at Pemberton Place In Atlanta for employees and their families. The event included an anniversary celebration concert streamed online, with integration through social media including YouTube, Facebook and Twitter.

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Title Annotation:Supplier News
Publication:Chain Drug Review
Date:May 23, 2011
Words:502
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