Coke seeks help for 'Potter' movie

ATLANTA: Coca-Cola, the only official global tie-in with the Harry Potter movie to be released November 16, is looking for PR agencies to help it deliver a dollars 150 million marketing message of 'reading and imagination' to local markets around the world.

ATLANTA: Coca-Cola, the only official global tie-in with the Harry Potter movie to be released November 16, is looking for PR agencies to help it deliver a dollars 150 million marketing message of 'reading and imagination' to local markets around the world.

ATLANTA: Coca-Cola, the only official global tie-in with the Harry Potter movie to be released November 16, is looking for PR agencies to help it deliver a dollars 150 million marketing message of 'reading and imagination' to local markets around the world.

Susan McDermott, a spokeswoman for Coca-Cola, said the company does not have a PR agency of record and is currently looking for agencies to work with on projects. 'We would probably use an agency to do more brainstorming, planning and executing more than in past projects,' she said.

Praising Coke's in-house staff, however, McDermott said spending for outside PR agencies would be minimal.

Coke is already working to determine strategies for individual countries and cities for what McDermott calls an 'experiential' campaign where the focus will be magic, imagination, friendship, love and self-reliance.

Thus far, Coke has used Weber Shandwick Worldwide to promote the news of its partnership with the movie. McDermott said once the details of the campaign are worked out, she will have a better idea of what PR assistance she might want for the future.



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