Coca-Cola grabs global sponsorship for Harry Potter

by Claire Billings, Brand Republic 20-Feb-01

Soft drinks giant Coca-Cola has been named global sponsor of Warner Bros’ highly anticipated children’s film Harry Potter and the Philosopher’s Stone, in a deal reportedly worth $150m (£104.3m).

LONDON (Brand Republic) - Soft drinks giant Coca-Cola has been named global sponsor of Warner Bros’ highly anticipated children’s film Harry Potter and the Philosopher’s Stone, in a deal reportedly worth $150m (£104.3m).

The move is seen as part of the soft drink manufacturer’s strategy to revive flagging sales. Coca-Cola, along with rival PepsiCo, saw case sales increase by just 0.1% last year.

Under the terms of the deal, Coca-Cola becomes the sole marketing partner for the film, which will be released on November 16. As part of the deal, the drinks brand will pay for a literacy campaign and a significant chunk of the film’s advertising.

It will rely on branded packaging and in-store promotions because JK Rowling, the author of the Harry Potter books, is against over-commercialising the story. Coca-Cola will forego using product placement in the film and campaigns coordinated with fast-food chains.