SWIRE Bottlers, the franchise holder of Coca-Cola, has launched a summer music programme in association with Warner Music HK, as the next step in the promotion of its new worldwide slogan, Always Coca-Cola.
Using the Cantonese-language pop station Commercial Radio 2 (CR2) as the medium, the season will be built around extensive air time for the new generation of adverts, coupled with DJ-inspired games, phone-ins and quizzes.
''What we are seeking is audience participation, or interaction. CR2 has agreed to enter into the spirit of the slogan, with its almost endless interpretations, but we will leave the exact details of the games to the DJs' creativity,'' said Paul McDonald, Swire Bottlers' marketing director.
The Warner connection is through Sally Yeh, who sang the theme song for the Coca-Cola adverts in Hongkong and Taiwan. She has recently recorded a slightly restyled version of the Always theme on a new album.