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                    [ArticleID] => 142279
                    [Title] => Coke and the joy of reading
                    [Summary] => Putting together a marketing promotion around the Harry Potter movie has not been easy.


The author, J.K. Rowling, placed a tough condition on The Coca-Cola Co., the sole marketing partner for the movie, said Gidget Aguinaldo, promotions and activations director of The Coca-Cola Export Corp.," Rowling wanted a reading component.  She wanted to help promote the joy and magic of reading."


Worldwide, the Atlanta-based company has committed to give away 65 million books.  The Philippine share is 2,500 books, including 20 sets of the four Harry Potter books.


                    [DatePublished] => 2001-12-03 00:00:00
                    [ColumnID] => 133272
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                    [SectionName] => Business As Usual
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COCA-COLA FOUNDATION PHILS

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                    [ArticleID] => 142279
                    [Title] => Coke and the joy of reading
                    [Summary] => Putting together a marketing promotion around the Harry Potter movie has not been easy.


The author, J.K. Rowling, placed a tough condition on The Coca-Cola Co., the sole marketing partner for the movie, said Gidget Aguinaldo, promotions and activations director of The Coca-Cola Export Corp.," Rowling wanted a reading component.  She wanted to help promote the joy and magic of reading."


Worldwide, the Atlanta-based company has committed to give away 65 million books.  The Philippine share is 2,500 books, including 20 sets of the four Harry Potter books.


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abtest

Coke and the joy of reading

December 3, 2001 - 12:00am

Putting together a marketing promotion around the Harry Potter movie has not been easy. The author, J.K. Rowling, placed a tough condition on The Coca-Cola Co., the sole marketing partner for the movie, said Gidget...

Business As Usual