Word: coca-cola
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However, although it forged a $150 million dollar alliance with Coca-Cola, the movie lacks a fast food tie-in. According to Warner Brother’s domestic marketing chief Brad Ball, “Packaging [Harry Potter] with a meal combo would have taken away from her [J. K. Rowling’s] philosophy...
Even the alliance with Coca-Cola is not conventional. Coca-Cola purports to organize a campaign for literacy, with Harry as the spokesperson. And, images of Harry Potter will appear on Coca-Cola product packaging, but he will not be pictured actually drinking the products. There will also be no product placement in the movie itself. Even so, Save Harry!, an anti-Coke/Potter alliance campaign condemns the global marketing rights given to Coca-Cola for promoting consumption of unhealthy beverages. The Save Harry! website calls the alliance “a sales vehicle for liquid candy...
...surprise, surprise! Hollywood marketers are shrewd. Wary of tainting the (so far) starry-eyed image of Harry as innocent youth, unblemished by hype, Warner Bros. is exercising an extremely tight rein on movie marketing—choosing only Coca-Cola as their global licensing partner. Despite the preponderance of Potter products in (and being snatched from) stores, the studio has also shielded Radcliffe and his cohorts from press and paparazzi—the confidentiality surrounding the cast and crew of Sorcerer’s Stone puts Kubrick’s and Spielberg’s top-secret A.I. to shame...
...Arabic writing and the Afghan flag, what would Americans' reaction be? Would they know it was food? With the wartime paranoia, I suspect most would think it was some form of biological warfare. To be recognizable, a food drop must consist of McDonald's hamburgers, Kentucky Fried Chicken, and Coca-Cola or Pepsi. Recognition of those logos is universal, and the Afghan people would immediately know what they were getting. DONALD M. CURRIE North Vancouver...
...host to the 2008 Olympics. Virtually every global company is staking out ground. "If you're serious about growing, you've got to be there," says Dallas-based management consultant William Dunk, who adds that individual investors would do well to take their cues from the likes of Coca-Cola, GM, IBM, Motorola and P&G. All are committed to China...