Elton John World News: An American Institution Turns 125

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Monday 9 May 2011 @ 16:06 - GMT

A beverage company which has been promoted by Elton, Paula Abdul, Whitney Houston and Demi Moore, among others, is marking 125 years in business.

Coca-Cola's commemoration will extend through the summer, well past its May 8 anniversary. 

From packaging and advertising to promotions and integration into key properties, Coca-Colawill celebrate this milestone with people all over.

Special 8-ounce commemorative bottles will be available, as will a brand new package size, a 1.25 liter bottle. For the third summer in a row, limited collector series Coca-Cola packaging will include new iconic summer images meant to convey the fun of a "Day at the Beach," through sunglasses, surfboards and flip flops, and a "Day at the Park," through baseballs, kites, picnic baskets and stars and stripes.

A couple of programs are also planned.

The first, available through My Coke Rewards, is designed to help busy mothers create summer fun for their families by offering a variety of rewards including concert ticket vouchers, theme park tickets and experiences, trips to national parks and beach prize packs.

For the second program, which will help ramp up summer excitement for teens, prizes can be instantly claimed with special text-to-win codes found under the caps of Coca-Colatrademark brands. Featured items include movie passes, concert cash, airline ticket vouchers and gift cards for electronics. Over the course of 125 days, someone can win a new prize every two minutes.

National advertising running on shows such as American Idol will be tagged with special "125 Years of Sharing Happiness" messaging. Moviegoers will also see in-cinema advertising with special anniversary messaging.

And there will be special displays at retail outlets as well as collectible cups in food service locations. The Coca-Cola Freestyle fountain dispenser is even joining the celebration by upping its offering of drink choices from 106 to 125.

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