Coca-Cola is linking up with One2One this month in the first joint promotion between a soft drink and a mobile telecoms brand. The Collect and Connect promotion offers Coke drinkers a prepay mobile phone in exchange for 60 on-pack tokens and/or ringpulls and £30 cash. The package, worth £100, includes a hands free set, a battery charger and a £10 call voucher. The phone carries Coca-Cola branding, its ring tone emulates the music from the Coke ad, and there is a Coke welcome message' when the phone is switched on. Tokens appear on 250 million Coke packs, backed by a three week press and poster campaign. Teenagers will be a key target. Patricia MacNamara, channel marketing manager, grocery, Coca-Cola GB, said the Collect and Connect promotion would be "key to driving the volume of soft drinks sold within grocery outlets". {{P&P }}

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