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By Karen Benezra
NEW YORK–Coca-Cola Co. this week launches its ‘Incredible Summer’ cash card promotion with MasterCard by introducing five new TV spots from Leo Burnett.
The ads target different consumer segments and have promotional links with AMC Theaters and Domino’s Pizza, in hope of delivering some $250 million in consumer discounts per day.
A teaser spot, ‘Bottling Plant,’ which kicked off last week and addresses a general market audience, will be followed by an execution targeting moms, whom Coke executives internally refer to as the ‘home category manager.’
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