NEW YORK - McCann-Erickson Worldwide will take the advertising lead on at least two promotions for Coca-Cola USA to support the beverage giant's 'Always' campaign for Coke Classic this summer, sources said last week.
Sources said McCann will handle national broadcast and print duties for a Coke/National Football League promotion breaking in August, the first fruits of Coke's landmark $250-million sponsorship deal with the NFL, which spans five years.
Coke's adjunct promotional partner in the pact, fast-food giant McDonald's, is expected to kick in roughly $75 million in network TV ad purchases over the same span.
A spokesperson for McCann declined to comment on any summer plans. Coke executives declined to comment on an NFL promotion.
However, Coke confirmed last week that McCann would handle ad duties for another Coca-Cola USA promotion dubbed 'Always Fun, Always Coca-Cola.'
Coke said the promotion will be supported with local radio and in-store point-of-sale.
The 'Always Fun' promotion involves $2, $5 and $10 instant-win prizes under the tabs of specially marked 12-oz. cans and under the crowns of 16- and 20-oz. bottles of Coke Classic.
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