False lid OFFERS BIG PRIZE.(Coca-Cola Co. under-the-lid summer promotion)(Brief Article)

Beverage Industry, June, 2000

The Coca-Cola Co., Atlanta, Ga., has launched a new under-the-lid summer promotion that uses a unique false lid to hide prizes. The special cans are randomly placed in 12-, 18-, 20- and 24-can multipacks of Coca-Cola Classic and Caffeine Free Coca-Cola Classic. Prizes include five $1 million awards, other cash prizes, free Coca-Cola and experiential prizes from Universal Studios and Universal Music.

Consumers can win the opportunity to have a walk-on role in Universal movies and music videos, cover a movie premier as an on-camera correspondent or win trips to Universal theme parks. The promotion will also run under the cap on the brands' PET bottles.