Telefonica Interactiva, Internet subsidiary of Telefonica, has entered into a promotional arrangement with Coca-Cola Espana aimed at boosting Teleline's user base. Under the deal, people who buy 20 half-litre Coca-Cola bottles will receive a year's Internet access for only Pta4k Vs Pta13k/y on average at present. 7.

             Coca-Cola launched "Dress-up with Coca-Cola Light" promotion in Spain in co-operation with clothing retailer Cortefiel. A consumer who buys the soft drink at a bar can have a special card marked by the waiter, building up points giving discounts of up to 20% at outlets of Cortefiel's Springfield and Women's Secret chains. The promotion was created by Think for Sale and is supported by an outdoor ad campaign and leaflets. 8.

             Coca-Cola started "Suma Oros" promotion in Spain with French publisher Hachette. Consumers can trade in coupons from Fanta bottles for subscriptions to Hachette magazines including Elle, Diaz Minutos, Regazza and Quo; the promotion is handled by McCoy and supported by TV and print from McCann-Erickson. 9 .

             Turkey.

             Promotional activities also include bottling alternatives. For instance, Coca-Cola is introducing 500ml nonrefundable plastic bottles in Turkey. Coca-Cola Classic, Coca-Cola Light, Fanta and the Sprite brands are available in the new format. The new packaging launch is supported by a campaign involving sales promotion, point-of-sales promotion, plus outdoor and print advertising. The promotional effort is based on the "I go where you go" slogan, according Public Relations Manager Gurtay Kipcak. 10.

             France (World Cup).

             Coca-Cola created a huge promotional campaign for the 1998 World Cup Soccer Tournament. For this, the world's largest single-sporting event, Coca-Cola spent more than it did on the 1996 Summer Olympic Games, when it painted Atlanta red. Systemwide, the cost to Coca-Cola and its bottling partners was estimated at $250 million, though company officials won't pin down an exact figure.