Coke sends texts to car stereos.

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Author: Newbery, CharlesWentz, Laurel

Dateline: BUENOS AIRES, ARGENTINA

Coca-Cola is transmitting text messages to car stereos in Argentina, an effort to reach consumers in a fresh way via a new, high-tech medium.

The soft-drink marketer is using radio data system (RDS). It allows radio broadcasters to send messages to text-capable displays on car stereos, a growing market. Around 300,000, or 4.6% of the nation's 6.6 million vehicles, are RDS-compatible and most new models are coming with it installed, according to industry data.

Coca-Cola is working with La 100, a Buenos Aires rock station that has been using RDS for messages with names of artists and songs, as well as weather updates. It's the sector's first ads with the technology.

"Drink the good, Coca Cola''-the company's current slogan-is flashed across displays during and between songs, followed by "Turn on the music. La 100.''

The medium helps the brand stand out by doing "something different,'' said Paola Angelo Pape, manager of marketing services at Coca-Cola's Argentina unit. A restriction is that messages mustn't distract drivers' attention from the road, she added.

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By Charles Newbery

Edited By: Laurel Wentz