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Tesco and Coca-Cola sign exclusive deal with The X Factor

Catherine Turner

x%20factorTesco and Coca-Cola have signed a promotional deal with Saturday night talent show, The X Factor. A competition will offer Tesco customers the chance to win VIP trips to the live shows and finale and tickets to the live tour in 2008.

The on-pack competition will run across Coca-Cola, Diet Coke and Coke Zero sold in Tesco stores. It launches this month.

FremantleMedia Enterprises (FME) says the competition will support the fourth series of The X Factor in the UK and brings together some of the UK's biggest brands.

A spokesman for Coca Cola Enterprises (CCE) says the bottler has been looking to develop a promotion with Tesco during the year. He says The X Factor appeals to "all members of the family". It is part of a wider strategy by CCE to develop bespoke promotions for different retailers.

The show's third series was the highest rated on ITV1 in 2006 for 16 to 34 year olds while the finale attracted an audience of 10.8 million viewers. The X Factor is co-produced by Simon Cowell's SyCo TV and talkbackTHAMES, the UK production company owned by FremantleMedia, for ITV.

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