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USA: Comment - Coca-Cola: looking for a little magic

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The Coca-Cola Company has unveiled a $150m marketing campaign linked to the new Harry Potter movie. Coca-Cola's new campaign is certain to have an enormous impact: it would seem like Harry has the Midas touch when it comes to marketing. Nonetheless, such promotions will not be the major focus for Coca-Cola's marketing in future. In the long term, the company looks set to move towards more experience-related campaigns.


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