Drinking for Dollars: Coke will soon start...
From Times Staff and Wire Reports
Drinking for Dollars: Coke will soon start paying consumers to drink Coca-Cola Classic. The company has unveiled “Magican,” a promotion in which currency from $1 to $100 in denomination will pop out of unmarked cans of Coca-Cola Classic. Coke says it will spend $100 million to advertise, promote and pay for the promotion, which begins in May and will be the biggest in Coke history. The prize money stays dry on plastic-covered perches, which pop out when the cans are opened, and the 750,000 prize cans will be filled with water, not Coke. How is this different from former promotions that featured prizes under bottle caps? Said a Coke spokesman, “It’s leading-edge technology--and instant delivery.”