Coca-cola heads to class

College kids drink plenty of soda. So perhaps it makes sense that Coca-Cola has become the first company to partner with UPromise, a startup from former Boston agency executive Michael Bronner designed to help families save for college and to assist companies in building brand loyalty.

Details of a letter of intent signed by Coke and UPromise were not disclosed. It is expected that Coke products will be sold through the UPromise program—either online or offline—once UPromise officially debuts in October.

A percentage of Coke sales made through UPromise will be placed into tax-deferred college savings accounts for individual consumers.

“We’re looking at a number of new, creative ways to utilize theInternet to deepen our relationships between brands and consumers,” said Jackson Cosey, vice president of eBusiness and eVentures for Coca-Cola’s North American operations.

UPromise tapped McCann-Erickson, New York in July for a nationwide brand-building effort that will break when the site goes online.