KROGER TIES COCA-COLA, FILM SERVICE

JOEL ELSON

ATLANTA -- Kroger Co. stores here cross-promoted photo-processing services with Coca-Cola.

Cincinnati-based Kroger's 104 Atlanta marketing area stores offered a free 2-liter bottle of Coca-Cola and second prints with all incoming film-developing orders. The cross-promotion was advertised in major local newspapers, including the Atlanta Journal/Atlanta Constitution. Under the heading "Kroger Photofinishing," the ad read, "Get a Coke and a Free Second Set With Your Smile." The ad contained a picture of a 2-liter Coca-Cola Classic bottle, along with a mini photo album and a "Kodak Colorwatch System" emblem. It also included two coupons -- one for a free 2-liter Coke and another for a second set of 4-inch standard or 4-inch photo galaxy prints.

"Photo-processing customers would come in with the coupons, knowing they could get the Coke while in the store to have their film developed," said a company source, who asked not to be identified.

Stores featured beverage displays near photo drop-off points or at the regular beverage aisle, according to the source. The promotion was put together by Kroger's photo supplier, Qualex, added the source.