Monday, 18 April 2011

Coca-Cola Marks 125 Years With A Campaign

Malaysia - Beverage giant Coca-Cola has created a major marketing push locally as part of its 125th anniversary celebrations with the campaign's first phase having just kicked-off across radio.

The current stage involves a consumer contest requiring public participation. Radio spots have gone live on several local stations such as Interested customers must purchase a 325ml can, 500ml bottle and 1.5L bottle of Coke, Coca-Cola Light, Vanilla Coke, or Sprite and search its tab or cap for a unique code.

Once detected, contestants are directed to call a specific hotline and answer a question in order to redeem rewards. With only three available, the grand prize includes an all-expense paid trip for two to the World of Cola-Cola in Atlanta, USA - where Coke originated.

Also available are theme park tickets to Singapore's Resort World and 125 Coca-Cola mini fridges. The contest ends on 15 May 2011.

In addition to the above, the brand has introduced a second contest targeting locals between the ages of 13 and 29. A creative competition, participants can submit their original designs to be considered as the new layout for Coke cans.

Winning entries walk away with RM 2,000 cash and the designs will will have an opportunity to appear on Coke cans nationwide. The contest runs until 30 May.

Adding a twist to overall initiative, Coke is extending the brand's festivities to a whole year instead of just one day (8 May).

From now until the end of 2011, a series of activities will be executed at various stages.

WestCoast Communications is responsible for all PR-related duties.

By: Deborah Joy, Malaysia
Published: Apr 06, 2011

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