(BLACK PR WIRE)--ATLANTA--(BUSINESS WIRE)--To celebrate Black History Month, Coca-Cola® is offering Dollar General® customers a chance to win a family trip for up to 10 people to the 2012 Essence Music Festival® presented by Coca-Cola. The Essence Music Festival® -- which takes place July 6 through 8 -- is the country’s largest annual African-American music and empowerment event.

The Honor Heritage Sweepstakes is part of Dollar General’s Black History Month celebration, the first of several Dollar General initiatives honoring “Every Day Heroes.” The year-long program will honor community heroes –- from the firemen and veterans to teachers and caregivers.

“Serving families is a key part of our mission at Dollar General,” said Todd Vasos, Dollar General’s chief merchandising officer. “In February, we want to give customers a chance to celebrate family ties with a great trip that everyone in the family can enjoy.”

Bringing together Coca-Cola, Kraft®Foods, Procter & Gamble®, and Dollar General, The Honor Heritage Sweepstakes will award Dollar General shoppers who purchase qualifying products a chance to win instant prizes, including $50 and $25 in Live Nation® Concert Cash®. One lucky winner and up to nine guests will win round trip air transportation to New Orleans, three nights’ hotel accommodations, up to ten tickets for the event, and a rental car and spending allowance.

Winning a family trip to New Orleans to attend the 2012 Essence Music Festival® presented by Coca-Cola® could be the ultimate way to celebrate Black History Month. A chance to win the Honor Heritage Sweepstakes is as easy as visiting a local Dollar General store and picking up some Coca-Cola, or other select items from participating partners.

For entry instructions and sweepstakes rules, visit www.dollargeneral.com/everydayheroes or any Dollar General store. No purchase necessary to enter or win. The sweepstakes ends on February 26, 2012.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50150676&lang=en