Coca-Cola's summer campaign includes more than 300 partners, customers

05/9/2013 | Advertising Age (tiered subscription model)

Coca-Cola has organized an "Open for Summer" marketing campaign around a half-dozen passion points -- including food, travel and the outdoors -- and more than 300 partners and customers, such as McDonald's, Delta and Coppertone. "We started with a brief, Coke equals summer and summer equals Coke, and brought it to life through the power of our partnerships into a very integrated program," said Andy McMillin, vice president of Coca-Cola Trademark Brands. A new spot, from agency Wieden+Kennedy, breaks during "American Idol" next week.

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