MEDIA-I: Coke uses web cast for biggest summer launch

<p>SHANGHAI: Coca-Cola has kicked off what is believed to be its </p><p>biggest summer promotion in China through a live webcast in </p><p>Shanghai. </p><p><BR><BR> </p><p>The webcast, launched last week, featured China's pop equivalent of </p><p>Britney Spears, singer and actress Cecilia Cheung. </p><p><BR><BR> </p><p>Cheung, who is widely featured in promotions and advertising throughout </p><p>China, will appear in all Coke promotional material throughout the </p><p>summer. </p><p><BR><BR> </p><p>Coke partnered with Sohu.com for the 'Vibrant connections among all of </p><p>us' campaign, which included a live poll, chat and a chance for web </p><p>users to take an online picture with Cheung. </p><p><BR><BR> </p><p>A TVC also aired earlier this week feauturing the Chinese star. </p><p><BR><BR> </p><p>According to Coke,China is its fastest growing market, up 16 per cent </p><p>during the first quarter of this year. Coke, which rolled out 19 brands </p><p>in China last year, plans to introduce 40 by the end of this year. </p><p><BR><BR> </p>

by | 05/25/2001