The $100 million summer promotion that went hilariously wrong
In short: Discover the story of Coca-Cola's ambitious 'Magic Summer ’90' campaign, a massive marketing gamble involving hidden prizes inside hundreds of millions of cans.
In early 1990, Coca-Cola launched the MagiCan campaign as the centerpiece of its 'Magic Summer ’90' promotion. The strategy was to hide cash prizes, ranging from $5 to $500, along with coupons for free Coke, inside 750,000 specific cans out of the several hundred million distributed that summer.
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Sources
- Summary by Intellect · source: That Time Coca-Cola Spent $100 Million Intentionally Filling Cans With Water That Smelled Like Farts
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