‘Willy Wonka’ and Coke in Sweet Deal

Though lacking chocolate and candy partners to help promote its Aug. 28 DVD/video 30th anniversary release of “Willy Wonka & The Chocolate Factory,” Warner Home Video has lined up Coca-Cola and Tony’s Pizza.

Consumers buying 12-packs of Coke at Mobil or Exxon stations and mini-marts can sign up to win a home theater system and 25 DVDs. The Coke packs also have $3 DVD rebates. In addition, Warner’s sister units AOL and Warner Bros. Online will have a “Golden Ticket” sweepstakes (reminiscent of the film’s golden ticket contest).

Network and cable spots from Warner are planned along with print ads in AOL Time Warner titles including People. A separate Tony’s Pizza “Golden Pizza” sweepstakes offers five trips to the Warner Bros. Studios in Burbank and in-store, discount, and pizza on-box Wonka support. Also planned is a late August full-page FSI with a circulation of 35 million.

Publish date: May 29, 2001 https://dev.adweek.com/brand-marketing/willy-wonka-and-coke-sweet-deal-49398/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT