COKE PREPS 'HARRY,' DELTA TIES FOR HOLIDAY 2002

Coca-Cola Co. will return to "Harry Potter" in holiday 2002 while also hosting an effort with long-time partner Delta Airlines.

Atlanta-based Coke is still developing its tie-in to the holiday release of Warner Bros. "Potter" film, "Harry Potter and the Chamber of Secrets." The promotion will feature a sweeps sending four winners to London for a "House Cup" celebration similar to scenes depicted in the novel. Coke products are expected to carry "Potter" trading cards; details are still being negotiated with Warner Bros.

"We're trying to work it out so consumers can see, touch, and feel something from the second movie," says Coke managing director-national consumer programming Mike Jones.

The soda giant also is working with Delta on an on-pack program that will include Coke Classic, Diet Coke, Sprite, Cherry Coke, and new Vanilla Coke. That last one launches May 15 with TV, print, outdoor, and a slate of promotion marking the company's biggest launch in 10 years.

Coke also launches its tent-pole summer program on May 15 with three music-themed flights spanning a record number of brands and packages. MusicCash puts a $5 voucher on 12-packs and two- and three-liter bottles redeemable at 40 retail chains (14,000 total stores) for discounts on CDs. Individuals can collect up to $30 in discounts. At the same time, 20-ounce and one-liter bottles carry ConcertCash messages under the cap: Winners get $3 to $10 discounts on concert tickets at venues owned by Clear Channel Entertainment or for bands booked by the entertainment conglomerate. Coke signed a five-year partnership deal with Clear Channel in December 2000.

The third arm is an under-the-cap sweeps for Sprite giving away five grand-prize trips to Sprite & Def Jam University in New York City in the fall; the two-day clinic teaches winners (and guests) how the music business works. Smaller prizes are RocketCash (redeemable at 100-plus online retailers) and free product; all packages carry prizes. Momentum North America, St. Louis, handles all three efforts; Burrell Communications, Chicago, hosts the university.