| Coca-Cola Brazil will invest R$ 550 millions in marketing |
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| Date: 02/09/2004 Language: English |
By marcio  Coca-Cola Company Brazil announced on the afternoon of Feb. 3rd., in its headqueter in Rio de Janeiro, that will invest R$ 550 millions in marketing during the year 2004, 10% higher than last year. Besided the publicity to all its brands, the shares will be specially for the Coca-Cola Brand and the relationship with the bottlers. By the data of Nielsen institute, the Coca-Cola marketing director, Claudia Colaferro, said that the company's brand have today 50.1% of share of soda market, being 33.5% of the main brand - 1.5 point above the end of 2002. "It is the only brand on the market that has two digits", commemorates the executive.
The first share of 2004 will be the Vibesound Promotion, that will distribute four mini CDs with musics that will be played in the second edition of Coca-Cola Vibezone, which shows are scheduled to May 14th and 15th in Rio de Janeiro and will be produced by Dream Factory, from Medina's family. The promotion, that goes untill April 23rd., will offer the CDs in trade of 10 proofs of purchase (can's rings or labels) plus R$ 3.00 . Each CD has musics in one style: brazilian rock, brazilian pop, brazilian and international pop rock. Inside the CDs, it's possible to find prizes. Among them, 30 tickets to see the shows in Rio in VIP installations. The promotion is valid to all Latin America.
A 15 seconds teaser, and then, a spot of 30 seconds entitled "Vibração", and created by McCann and produced by Academia de Filmes, will promote the promotion in Brazil and the others Latin-american countries.
Source: Meio & Mensagem - www.meioemensagem.com.br
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