Additional Information


Content

Coca-Cola grabs global sponsorship for Harry Potter

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).

Share this article

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.



More about

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Back to top ^