X Factor refreshed with Coca Cola deal

FremantleMedia Enterprises has teamed up with Coca Cola for an exclusive promotion in Tesco stores across the UK to support The X Factor.

The competition will be linked to Coca Cola, Diet Coke and Coca Cola Zero ranges. Shoppers will have the chance to win exclusive prizes including VIP packages to The X Factor live series finale, live shows, access to the show’s sound checks and tickets to The X Factor live tour in 2008.

“We are delighted that Coca Cola has chosen to team up with The X Factor this season,” said Dominic Burns, senior VP for UK licensing at FME. “This partnership of Coca Cola, The X Factor and Tesco, some of the biggest brands in FMCG, TV and retail, should prove a winning combination.”

Patrice Feary, shopper marketing manager for Tesco at CCE, added: “We have been working closely with Tesco to develop an exclusive promotion for shoppers in 2007. The X Factor brand appeals to all members of the family, allowing us to deliver an in-store promotion that connects with a broad range of Tesco shoppers whilst also providing consumers with a unique and memorable brand experience.”

The third series of The X Factor was the highest rated show on ITV1 in 2006 for 16-34 year olds, with the finale attracting an audience of some 10.8 million viewers.