Coca-Cola is to begin a $150 million campaign next week to tie in with publishing phenomenon Harry Potter’s leap onto the big screen.
Earlier this year, Coke forged a deal with Warner Bros, the studio behind Harry Potter and the Sorcerer’s Stone, to become sole promotional partner for the movie [WAMN: 20-Feb-01]. The $150m campaign is due to last three years, run in thirty markets around the world and includes the boy wizard’s second big-screen outing next year.
Launching October 16, two spots on US television will promote the movie (to be released November 16), while a further two will highlight Coke’s three-year involvement with the Reading Is Fundamental literacy foundation, a stipulation of the sponsorship deal. Coke has donated $18m to help libraries in poor areas buy books.
The campaign will include in-store promotions plus radio and interactive work. In addition, Coke’s Minute Maid division is running two spots promoting Potter-themed sweepstakes.
The Potter push is among the last work created for Coke by Leo Burnett in Chicago, which lost its place on the soft drinks giant’s roster last month [WAMN: 28-Sep-01].
News sources: AdAge.com; Adweek.com