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The Disneyland Report > Disney News > Coca-Cola and Disney join to promote Hong Kong Disneyland with 'Gold Cap' promotion

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Coca-Cola and Disney join to promote Hong Kong Disneyland with 'Gold Cap' promotion

Contest to allow 10,000 winners to experience Hong Kong Disneyland magic

GUANGZHOU - Coca-Cola and Hong Kong Disneyland today announced the launch of a regional alliance that extends Coca-Cola and Disney's successful 50-year relationship into one of the world's fastest growing markets - China. Hong Kong Disneyland, the first Disney theme park in China, is scheduled to open later this year on September 12th.

To mark the expanded alliance, Coca-Cola and Hong Kong Disneyland will jointly organize a large-scale Coca-Cola "Gold Cap" consumer promotion which will be launched in Mainland China this month. This promotion will offer 10,000 lucky winners a 3-day free trip to experience the magic of Hong Kong Disneyland before it is officially opened on September 12th. In addition, 100 million free drinks will also be given away as part of the promotion.

"Our relationship with Coca-Cola in Asia heralds a new era for Disney and Coca-Cola, as the two companies have enjoyed a long history together dating back to 1955, when the original Disneyland in Anaheim California first opened," Hong Kong Disneyland Group Managing Director Don Robinson said. "This alliance began with the realization by our founder, Walt Disney, that Coca-Cola and Disneyland shared the same values of bringing families and friends together for a magical experience, making Coca-Cola the perfect beverage to refresh families while visiting the Park."

"For 50 years, our companies have shared a very special relationship and bond, based on our brands' shared values of fun, excitement and enjoyment," said Mr. Paul Etchells, President of Coca-Cola (China) Beverages Ltd. "Our new alliance with Disney in Asia marks a new era in our relationship, providing us with new and exciting opportunities to work together - not only around the exciting opening of Hong Kong Disneyland but in markets throughout Asia."

The relationship between Coca-Cola and Disney started in the early days of television with Coca-Cola's sponsorship of "The Wonderful World of Disney" in the United States. That relationship was formalized on Disneyland's opening day in 1955, when park guest enjoyed cold Cokes in a hot California afternoon. With the addition of Hong Kong Disneyland, Coca-Cola will be the global beverage provider for all of Disney's 11 theme parks located in the U.S., Paris, Tokyo and China.

To mark their expanded relationship, Etchells and Robinson were joined by guests of Coca-Cola and Disney in China at a celebration that also included special Disney friend Mickey Mouse. Also attending the event was pop idol and Coca-Cola spokesman Will Pan, who starred in Coca-Cola's "Gold Cap" promotion TVC. Will also launched the TVC and shared his excitement with the audience in the ceremony.

The 50-year relationship between Coke and Disney has been filled with memorable guest experiences at the parks as well as numerous consumer promotions. These activities included the Grand Opening of Disney California Adventure and the recent celebration of the 75th anniversary of Mickey Mouse.

Source: Hong Kong Disneyland Press Release

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