Coca-Cola Co. plans to take advantage of the huge number of TV viewers expected to tune in to the Academy Awards telecast this weekend by using the occasion to introduce advertising for two new
products and a new spot for Diet Coke. The new products are Coca-Cola Blak, a coffee-cola drink set to roll out in the United States this spring, and Tab Energy, a new energy drink targeted to women.
Like other national marketers, Coke uses major events to launch new products and campaigns because the events provide "a lot of eyeballs to kick-start those activities," said Alison Lewis, senior vice
president for integrated marketing at Coke's North America unit. All three Coke spots have themes that fit with the Oscars. The company also is giving away prizes with Oscars themes, such as tickets
to sit in the bleachers and watch the red carpet next year. "We don't look at these events as one-night only," Lewis said. "We look at them as broader opportunities."
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