Coca-Cola Canada has jumped into summer with an integrated promotion called Coca-Cola Refreshment Party ’98.
The multifaceted program – which steals a page from the large-scale, integrated brand promotions Labatt Breweries of Canada and Molson Breweries have been running for the past several years – is being called Coca-Cola’s biggest campaign ever in Canada.
It culminates with 100 consumers winning a Refreshment Party for 25 people, complete with prizes that include Cola-Cola products and coolers, a Ducane barbecue and food, as well as a Panasonic Mini stereo and cds.
The grand prize is that at one of the 100 Refreshment Parties a winner and 24 guests could each win $10,000 for a total of $250,000.
In addition, there are instant-win or on-pack prizes that include Coca-Cola products, coolers, mini stereos and barbecues.
Radio and television commercials from Cossette Communication-Marketing introduce the Department of Refreshment.
The promotion was developed by Impact/FCB of Toronto.
