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College kids drink plenty of soda, and Boston is a big college town.
So perhaps it makes sense that Coca-Cola has become the first marketer to partner with UProm-ise, a Boston-based startup. The venture, founded by former agency executive Michael Bronner, is designed to help families save for college while assisting companies in building brand loyalty.
Though details of a letter of intent signed by Coca-Cola and UPromise were not disclosed, it is expected that Coke products will be sold through the UPromise program—either on- or offline—once it officially debuts in October.
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