Coca-Cola hooks up to the joy of text

03 October, 2008
Page 32 
Coca-Cola Great Britain has launched a media portal - the Diet Coke Silver Room, in a bid to appeal to a new generation of diet coke drinkers.
Developed by mobile specialist agency Marvellous, it will enable people to text SILVER to 82233 in order to receive celebrity gossip, plus the best in fashion, music, film, green issues, games and unique member offers.Cathryn Sleight, marketing director for Coca-Cola Great Britain, explained: "We've been looking at ways to create a fresh dialogue with the next generation of Diet Coke drinkers.We feel the Diet Coke Silver Room, integrated with our ongoing loyalty programme 'Coke Zone', is the perfect platform to offer younger, tech-savvy consumers a truly unique combination of great content and access to amazing rewards." www. coca-cola.com



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