The nationwide splash comes on the heels of Coca-Cola worldwide media vice-president Omar Rodriguez leaving his global post at the Atlanta-based company to head up the soft-drink giant's media business in China.
Rodriguez was group manager -- international media until 1999 when he left Coca-Cola to consult and pursue an MBA degree. He returned to the company in 2000 as global head of media.
Rodriguez was group manager -- international media until 1999 when he left Coca-Cola to consult and pursue an MBA degree. He returned to the company in 2000 as global head of media.
Rodriquez, who also worked on the Coca-Cola business for Interpublic Group's McCann Erickson Worldwide in Argentina and New York from 1991 to 1996, could not be reached for comment.
However, according to a source, his move underlined the importance of the China market, where Coca-Cola has set up a regional alliance with Disneyland as part of its strategy to strengthen the brand locally.
According to Elsie Tsui, division public affairs and communications manager, China, the Disney-Coca-Cola tie-up extends a 50-year relationship between the two brands and seeks to build buzz for the Hong Kong theme park, scheduled to open on September 12, among mainland consumers.
The 'Gold Cap' promotion, she added, was the largest campaign rolled out by the brand in China, covering nearly every city in the mainland market. As part of the promotion, the soft-drink giant will giveaway 100 million free drinks to consumers.
The highlight, however, is the offer of a three-day trip for 10,000 winners to experience the theme park in Hong Kong before it is officially opened.
"We are working with our distributors for this promotion. Under the ring pull or the crown cap, (a message tells) consumers whether or not they have won a free drink. We've never organised a promotion as large-scale as this in China," said Tsui.
She added that the packaging of participating brands -- Coca-Cola, Sprite, Fanta and Smart, as well as non-carbonated drinks Nestéa, Qoo, Minute Maid and Modern Tea Workshop -- has been redesigned for the promotion. "All the packaging will be changed to golden caps (golden plastic closure for PET and golden can end for can products)," noted Tsui, adding that the campaign covers returnable glass, cans and single-serve PET package sizes.
The cola company has also rolled out a McCann Erickson-developed television commercial, featuring singer Will Pan and Taiwanese pop group FHE. The spot shows the celebrities picking up a Coke at a local supermarket and winning the Hong Kong Disney trip.
The promotion, which kicks off this month, will run until the end of June.
The China partnership will also see Coca-Cola placed as the global beverage provider for all of Disney's 11 theme parks in the US, Paris, Tokyo and Hong Kong.
