Magazine article Marketing

Coke's Magic Spells Trouble

Magazine article Marketing

Coke's Magic Spells Trouble

Article excerpt

Coke's magic spells trouble

Marketers who get excited about the advent of more "creative" sales promotions should perhaps take heed of problems being experienced by Coca-Cola in the US.

The soft drinks giant recently launched - and is now urgently rejigging - its biggest ever summer sales promotion campaign: a massive $100m push behind its flagship Coca-Cola Classic brand, centred around "MagiCans".

MagiCans look and feel like normal soft drinks cans and are sold as if they are. However, when the tab is pulled a mechanism inside the can is activated and rolled-up money or coupons, ranging in value from from $5 to $200, rise up through the hole in the top of the can. A great incentive to buy Coke, you would think.

The trouble is that the MagiCans trick doesn't always work. There have been few duds, but these failures have received massive media attention and public relations.

In the case of most defects the mechanism simply doesn't work. …

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