Diet Coke to hype event using cartons, 20-city tour

The Improv’s Budd Friedman is bubbling over as Diet Coke has agreed to spend approximately $15 million marketing a special celebrating the Improv’s 40th anniversary.

The show will be advertised on 35 million cartons of Diet Coke and will be advertised in a 20-city tour promoted by Coke. Tour is scheduled to kick off in L.A. on Aug. 23 with a special that will be taped live at the L.A. Improv, airing in the last week of August.

It will feature comedy performances by Improv alumni including Jay Leno, Billy Crystal, Robin Williams, Damon Wayans and Lily Tomlin. It will also include vintage clip packages by Ray Romano, Rosanne, Richard Pryor, Tim Allen, Richard Lewis and more. Jay Leno will introduce founder Friedman.

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