Atlanta, (PRWEB) February 13, 2009
Coca-Cola is using the star power of NBA All Star, LeBron James, platinum selling R&B artist Musiq Soulchild and acclaimed artist Kadir Nelson to deliver an uplifting message to African American consumers. The message, "BE LEGENDARY," "BE DRIVEN," "BE GIVING" and "BE HEARD," is communicated through a print campaign that inspires the human spirit through four striking contemporary illustrations with original poetry. This year's program is part of the Company's new "Open Happiness" integrated marketing campaign by reinforcing the special connection that exists between consumers and its brands.
Through a special promotion, consumers can collect the "BE DRIVEN" limited edition art piece featuring NBA All Star, LeBron James, exclusively in SUPERVALU grocery stores across the country. Additionally, the other art pieces are available at participating retailers throughout the country.
"Coca-Cola has a rich heritage of celebrating the unique moments that provide optimism and togetherness. Our creative for Black History Month continues this tradition by encouraging everyone to celebrate life and embrace their passion to be future history makers," said Yolanda White, assistant vice president, African American Marketing, Coca-Cola North America. "This is only the beginning of a year full of exciting activations that will allow people to take a small break, open a Coke and share a little happiness with others."
The program leverages media, impactful in-store activations, online promotions and a television ad. Consumers can also visit My Coke Rewards, the Company's online mega-awards program, to enter to win special themed prize packages and collectible merchandise for Black History Month. The program also has exciting events and community activities, including a sponsorship of the Alvin Ailey American Dance Theater and a series of appearances with Musiq Soulchild in 10 cities. The neo-soul singer will meet and greet consumers, share his inspirational poems and autograph reprints of the ads.
"Black History Month is a time to remember the people and events that have made a difference in our lives," said Musiq Soulchild. "It's an honor to partner with a company like Coca-Cola that has embraced the richness, virtues and contributions of African American history to inspire consumers to 'BE'."
The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at http://www.thecoca-colacompany.com.