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Vault joins forces with the USO and MONTGOMERY GENTRY to generate suport for U.S. TROOPS


Country Music Duo Headlines Effort to Deliver More Than One Million Holiday Greetings to U.S. Military Worldwide

ATLANTA.- VAULT is going head to toe camo to announce its national partnership with the USO and generate support for U.S. troops around the world. In keeping with the VAULT motto, “Get It Done. And Then Some.,” Coca-Cola North America is kicking off the largest marketing campaign for the brand since its 2006 launch to ensure the program’s success.

Country music duo Montgomery Gentry will take center stage to promote VAULT’s “Honoring the Uniform: Calling for Support” program. The initiative features an exclusive opportunity for people across the country to send hand-written postcards to troops worldwide and raise up to $100,000 for the USO through

People are encouraged to write messages of support on pre-addressed postcards, which can be found on special camouflage-themed VAULT 12-packs, at VAULT displays in participating retail stores or online at and, while supplies last. The postcards can be dropped in the mail with a first-class stamp and will arrive at a USO collection center for security screening before being distributed to U.S. troops during the holiday season.

The VAULT postcard program replicates the popular service previously operated by the U.S. Department of Defense, which allowed the American public to send mail addressed to “any service member” for more than 17 years before being discontinued in 2003 due to security concerns.

“Since email has become the primary form of communication with soldiers, handwritten, personal notes are especially valued and can provide an incredible morale boost,” said John Hanson, USO Senior Vice President, Marketing and Communication. “By teaming with VAULT and utilizing the reach of Coca-Cola’s distribution system, we’re giving people across America a chance to send a positive note to our troops delivered through the network of USO Centers.”

In addition to sending postcards, people can help raise up to $100,000 for the USO by visiting through the end of the year and turning the points they earn by drinking Coca Cola products into a cash donation. My Coke Rewards points found under caps and on packaging of more than 60 products from Coca-Cola North America can be donated to help support the continuing efforts of the USO to provide a home away from home to U.S. troops wherever they serve.

Joining Forces with Montgomery Gentry
The “Honoring the Uniform: Calling for Support” program represents the first initiative in a new partnership between VAULT and Montgomery Gentry, one of country music’s biggest acts of the last decade. The agreement with Eddie Montgomery and Troy Gentry, which extends through 2009, launches with the duo’s participation in special events and publicity opportunities to encourage their millions of fans to send holiday greetings to U.S. troops. In addition, Montgomery Gentry’s likenesses are included on thousands of retail point-of-sale displays highlighting the program.

“We’re honored to join in the effort to support our U.S. troops, and it’s an exciting start to our partnership with VAULT,” said Eddie Montgomery. “As USO entertainment tour veterans, we know this program is a great way to spread goodwill and offer thanks to the brave men and women serving our country in the U.S. and around the world.”

Packaging and Partners
Special edition packaging features a black and green camouflage “V” scheme for VAULT and black and red camouflage “V” packaging for VAULT Red Blitz. The camouflage design extends across 20 oz. bottles, 16 oz. cans, Fridge Packs , two-liter bottles and 12 oz. cans, all of which are available for a limited time only and begin hitting stores this month.

White Castle, one of VAULT’s top foodservice customers, is an exclusive partner for the “Honoring the Uniform: Calling for Support” program and will promote it by distributing postcards in each of the company’s 415 Castles. In addition, White Castle will feature camouflage cup carriers and showcase 6-foot by 8-foot postcards customers can sign in selected cities and Castles.

Additional 6-foot by 8-foot postcards will be part of Veterans Day sampling events nationwide and at USO airport centers this fall. The oversized postcards will be collected and sent to USO Centers to serve as reminders of America’s love and support.

The VAULT “Honoring the Uniform: Calling for Support” program will be highlighted as part of a special camouflage paint scheme on the No. 8 U.S. Army Chevrolet driven by Mark Martin during the NASCAR Sprint Cup Series Dickies 500 (Nov. 2) at Texas Motor Speedway. VAULT is the title sponsor for the pre-race show and is presenting a live concert by REO Speedwagon.

New Advertising
The USO program is part of a larger campaign for VAULT. A newly redesigned Web site launched at, and new television advertising broke Labor Day weekend. The television spots will air during NHRA and NASCAR broadcasts through the end of the racing season, as well as in cinema and on-line.

“Innovative end-to-end marketing is the recipe to revitalize our sparkling core business, and that is exactly what this VAULT program does -- translating a compelling brand proposition into fresh advertising, a passionate music partnership, a cause alliance with the USO, and exciting packaging and retail promotions,” said Hendrik Steckhan, President, Sparkling Business Unit, Coca-Cola North America.


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