Coca-Cola is launching its biggest ever consumer promotion, worth
pounds 17m, which will see it clash head-to-head with Pepsi’s Spice
Girls music promotion.
The Coke promotion uses the line ’Thirst for it’, which will appear on
packs of Coke and Diet Coke, and will be supported by a pounds 4m TV
It will give consumers the chance to win one of 30 prizes over 30 days,
starting on July 14. There will also be three million instant prizes of
drinks and merchandise.
The three 40-second ads, created by Publicis, star Men Behaving Badly
actor Neil Morrissy and will be accompanied by a leaflet drop to five
Although the promotion is UK-specific, the top prizes make use of Coke’s
global sponsorships and include a trip to Brazil to see the country’s
football team play, a Christmas visit to New Zealand and a trip to the
Olympic Games in Australia.
Three numbers will be printed on ring pulls or bottle tops and, on each
day of the promotion, a winning number will be announced on Channel 4’s
The Big Breakfast, Teletext, Atlantic 252’s breakfast show and in the
press. The first person to call the hotline with the matched number wins
the prize allocated for that day.
This promotion tops the pounds 14m spend Coke allocated to its Euro ’96