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Coca-Cola targets UK youth in mobile marketing strategy

GLOBAL soft drinks leviathan, Coca-Cola, is using mobile marketing to target younger members of the British public.

The move could see mobile marketing coming of age, as the world’s most widely known brand has launched a promotion which will allow teenagers in the UK to get 50p of additional credit with its products. Consumers obtain the credit by sending an SMS to a special short code or by using Coke's bespoke website.

Cathryn Sleight, Coca-Cola’s UK marketing director, said the company is using mobile marketing because mobile phones have become integral to the lives of young people in the UK.

"We wanted to bring them both value and a point of difference that will fully engage them with the promotion," she said, adding that Coca-Cola is always looking for innovative ways of engaging with younger consumers.

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