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(Kingston, Jamaica) — Coca-Cola Zero’s involvement in entertainment is far-reaching. Not only does it encompass musical entertainment, specifically their upcoming (January) concert featuring international superstar, Sean Kingston, but they are also no strangers to Hollywood.
The brand recently partnered with Twentieth Century Fox on a major global promotional campaign for James Cameron’s epic-adventure film AVATAR. Cameron, the Oscar-winning, director of the timeless blockbuster, Titanic, took years to get the his masterpiece showcased to the world. Thankfully, with the evolution of technology, the film is now a reality, and is now being shown in over 30 countries; it promises to be yet another mega-hit.
Coca-Cola Zero’s global partnership with the new film comes as a result of the brand’s ability to quickly identify the unique and celebrate the extraordinary. Chris Hardy, Coca-Cola’s Country Manager said, “At Coke Zero, we pride ourselves in being edgy and appealing to a wide cross-section of people, and that includes those who love adventure. When people think of Coke Zero, we want them to think about the ’sweet side of life’, as a result, we are always thinking outside the box and our affiliation with the new epic-movie is proof. So we encourage everyone to come out to the Palace Amusement Cinemas and participate in this phenomenal adventure.”
One feature that emerged from the Coca-Cola Zero/Avatar agreement, was an international TV advertisement. Coke Zero and FOX created an advert shows a young man unwinding at the end of the day in front of his computer. He takes a drink of Coke Zero from a special AVATAR branded pack. The motion of the pack stimulates the webcam into action. Focusing in on the AVTR mark, the webcam unlocks an incredible, immersive movie experience. In a flash, he is transported to the world of Pandora, which comes alive in footage from the movie. The experience intensifies as an arrow, shot from the hands of the movie’s main character, flies out from the computer, past the ear of the guy and into the wall behind him. As he walks over to investigate, another arrow flies through, narrowly missing him. Pinned against the wall, his experience is suddenly interrupted as his flatmate enters the apartment. The scene closes “It’s Possible. Coca-Cola Zero. Real Coca-Cola Taste. Zero Sugar.”
Fans too can get their “narrow miss” while watching the movie. Coca-Cola Zero, also in collaboration with Twentieth Century Fox has created exclusive Real D 3D glasses, which are set to be an AVATAR and Coke Zero collector’s item. In addition, Coca-Cola Zero also inked a local deal with Palace Cinemas, where the drink brand will be the theatre’s exclusive drink partner.
On Wednesday night, some persons got an exclusive look at the film at the Carib Theatre, Cross Roads and it was spectacular . Viewers got an inside look at the alien world through the eyes of Jake Sully, a former Marine confined to a wheelchair. But despite his broken body, Jake is still a warrior at heart. He is recruited to travel light years to the human outpost on Pandora, where corporations are mining a rare mineral that is the key to solving Earth’s energy crisis. Because the atmosphere of Pandora is toxic, they have created the Avatar Program, in which human “drivers” have their consciousness linked to an avatar, a remotely-controlled biological body that can survive in the lethal air. These avatars are genetically engineered hybrids of human DNA mixed with DNA from the natives of Pandora – the Na’vi.
Reborn in his avatar form, Jake can walk again. He is given a mission to infiltrate the Na’vi, who have become a major obstacle to mining the precious ore. But a beautiful Na’vi female, Neytiri, saves Jake’s life, and this changes everything. Jake is taken in by her clan, and learns to become one of them, which involves many tests and adventures. As Jake’s relationship with his reluctant teacher Neytiri deepens, he learns to respect the Na’vi way and finally takes his place among them. Soon he will face the ultimate test as he leads them in an epic battle that will decide nothing less than the fate of an entire world.
Source: Blueprint Publicity and Promotions
