Coca-Cola and X Factor in Tesco-exclusive push - Brand Republic News - Brand Republic

Coca-Cola and X Factor in Tesco-exclusive push - Brand Republic News - Brand Republic: "Coca-Cola and X Factor in Tesco-exclusive push by Nicola Clark Marketing 29-Aug-07, 08:45 LONDON - ITV's flagship entertainment talent show The X Factor has signed a promotional alliance with Coca-Cola. The deal, which is exclusive to Coca-Cola, Diet Coke and Coke Zero drinks sold in Tesco, will see an X Factor competition run on packaging this month. It will offer Tesco shoppers the chance to win exclusive X Factor prizes including VIP tickets to the show's finale and live tour next year. The activity has been overseen by Patrice Feary, shopping marketing manager for Tesco at Coca-Cola Enterprises (CCE) and Dominic Burns, senior vice-president of licensing UK at FremantleMedia Enterprises. CCE has been working to introduce exclusive promotions for shoppers; marketing activity tailored to individual retailers has become increasingly important in the battle for shelf space, particularly in the soft-drinks market. Separately, Fremantle-Media has unveiled a raft of interactive user-generated content functions for The X Factor website. These include a Facebook application that will give fans the latest content from the site direct to their profiles on the social network site. It will also include a messaging tool allowing users to interact with other fans of The X Factor and t"