‘Coke Auction’ relaunched

Coca-Cola is relaunching its ‘Coke Auction’ promotion, with two ads breaking on February 24. Consumers can collect tokens from bottles and cans and use them to bid over the Internet for goods and services. The executions, created by Soul with media through BBJ, show teenagers recreating the excitement of whitewater rafting and DJing at a top leisure site. Both are activities which people can bid for through the auction. The first ad shows three youngsters in a convertible car trying to rediscover the thrill of whitewater rafting by getting splashed by a large puddle. The other shows a teenager DJing in his bedroom for his grandmother one minute and playing at the Ministry of Sound the next.