
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, June 1, 1990                   TAG: 9006010180
SECTION: BUSINESS                    PAGE: A-5   EDITION: METRO 
SOURCE: Associated Press
DATELINE: ATLANTA                                LENGTH: Short

COCA-COLA CLOSING LID ON `MAGICANS'

The Coca-Cola Co. said Thursday it is ending its "MagiCan" promotion after bad publicity over mechanical problems with some of the prize-filled soft drink cans.

The company had intended to distribute 750,000 of the special cans throughout the summer, but spokesman Randy Donaldson confirmed that shipments had been halted. About 200,000 cans have been shipped so far, he said.

The promotion, part of a $100 million "Magic Summer" campaign that also includes prize-bearing cups and an endorsement by the pop group New Kids on The Block, has been plagued by reports of defective cans.

Though only about 70 complaints had been received by Coke, Donaldson said, "There is the impression we don't like among our consumers that there is a problem with the promotion."

The move to kill the promotion came one week after Coca-Cola ran full-page advertisements in newspapers across the nation acknowledging the problems and explaining how the prize cans work.

Donaldson said ads would be run on network television Thursday night announcing the promotion was coming to an end.

by CNB