Magazine article Marketing

Coke in One 2 One Link to Target Teens Market

Magazine article Marketing

Coke in One 2 One Link to Target Teens Market

Article excerpt

Coca-Cola and One 2 One are launching a joint assault on UK consumers in the first tie-up between a soft drink and a mobile telecoms brand.

The promotion, entitled 'Collect and Connect', offers Coke drinkers the chance to receive a pre-pay mobile phone in exchange for collecting 60 on-pack tokens and paying [pounds]30.

A hands-free set, a battery charger and a [pounds]10 call voucher are also included in the package, worth [pounds]100 at retail price.

Coke said that this will be its biggest ever UK promotion. It is also rare that the world's biggest brand teams up with local brands in this way.

Andrew Harrison, consumer marketing director, said: "There are some things only Coke can do because of its size and this is one of them. It's also the right time for Coke - it's got a strong consumer base and mobiles are a must have item today. This is an example of Coke gradually becoming part of the fabric of daily life in Britain."

The promotion is aimed at older teenagers and Coke said that its research showed One 2 One to be its most suitable partner for this market.

The phone, an Ericsson 1018s, has a Coca-Cola branded fascia, a ring tone that plays the jingle from the 'Always' TV commercial and a screen that displays the Coca-Cola logo when the phone is switched on. …

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