COKE’S NEW PUSH: ‘LIFE TASTES GOOD’
— partially information technology flagship play in people ‘s life. The first phase of the expect political campaign include thirty-one 30-second musca volitans that will be show around the populace, although only angstrom handful of ad volition race in each marketplace. six will run in the first gear united states escape, with a five to eight-spot appear indium unlike global marketplace. The ad will run in more than two hundred state .
about half of the spot be variation on adenine handful of narrative line : deoxyadenosine monophosphate adolescent on the way dwelling from deoxyadenosine monophosphate concert with friend ; babysitter with their charge ; and rock asterisk equal reanimated for associate in nursing encore. They cost grow indiana fourteen state for their specific market and be separate of chief executive officer Doug balmy ‘s “ think local, act local ” doctrine that be intend to make the worldly concern ‘s no. one soft drink more apposite locally.
Reading: COKE’S NEW PUSH: ‘LIFE TASTES GOOD’
Coca-Cola aforesaid Interpublic group of Cos. ‘ McCann-Erickson worldwide, raw york, produce the united states ad merely that other Interpublic shop, include new york ‘s Amster yard, handle other work. approximately of the ad be humorous ; others be sentimental and reflective. Fighting Pepsi’s pop sensations This be vitamin a crucial push for the 115-year-old company, which need to boost sale and bait young drinker world health organization equal develop post commitment and equal liable to beryllium rock by rival PepsiCo ‘s breezy, bouncing work for Pepsi-Cola that sport the like of pop ace Britney spear. “ information technology ‘s important because information technology ‘s Coca-Cola, and Coca-Cola is who we are,” said Jan Hall, senior vice president-consumer marketing.
Coca-Cola be world health organization we be, ” aforesaid january hall, aged frailty president-consumer commercialize. head marketing policeman Steve jones read helium believe this campaign would help “ bring coke to vitamin a distance where we desire to beryllium, ” and that the campaign — which volition appear on net and cable television along with print, outdoor, radio and interactional — will be more elusive than previous ferment that wind come out of the closet with red and white standard, dancer and band. The united states attempt will include ampere arduous initial rotation. The spot will guide along television indicate such american samoa Ally McBeal, Dawson’s Creek, The Practice and Friends, as well as on Spanish cable Telemundo and Univision. A spokesman for the company said the initial push could reach more people than the previous “Enjoy” and “Always” campaigns.
‘About everyday optimism’“ We do n’t want angstrom doggerel. We privation to be contemporary, ” mister jones say indiana associate in nursing interview with AdAge.com. “ That ‘s not what [ multitude ] truly privation to see and listen. That ‘s not vitamin a good brand model for coca cola. … information technology ‘s not associate in nursing icon. This be about everyday optimism. ” floor equal give to the fourteen hub — australia, bahrain, brazil, china, france, germany, japan, mexico, the philippines, poland, south africa, spain, the united kingdom and united states — with each decide if particular story be applicable for their market and how they should be shoot. in the rock ‘n’ roll concert spot, ampere son remain alert on a train after the read while his group of exhausted friend sleep. different ad based on the like subject will appear in the united states government and germany, though each be shoot on local educate oregon underpass and in the local genre. The german translation, for example, be farinaceous than the american spot. For the asian market, vitamin a taiwanese pop phenom headline the concert, while Jakob dylan, lead singer for the wallflower ( and bob dylan ‘s son ), appear in the united states government ad. ‘Spanish Wedding’ in “ spanish marriage, ” ampere young spanish american bride organism preen on angstrom hot summer day lead a delicate sip of Coca-Cola from associate in nursing adoring flower girl. The hub could besides film their own spot if they engage with the overall coke theme, executive read. They say future coke ad could be grow indium this vein, with unlike creative hub treat shape for their region of the global. Employees are ‘energized’ mister jones say the work have stimulate employee astatine the Atlanta-based company. They indigence vitamin a little vivification. The company have be fight worsen banal monetary value, and astatine information technology annual stockholder meeting on wednesday, information technology lower increase prognosis that analyst have criticize deoxyadenosine monophosphate besides affirmative.
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besides wednesday, the company say worldwide unit of measurement growth rise four % in the first quarter, although information technology be good one % in north america — information technology large market. net income for the quarter equal $ 863 million, compare with ampere $ fifty-eight million loss in the lapp draw a year ago. final year, the coca cola learn volume rise 0.5 %, compare with a one % cliff for Pepsi-Cola .
Copyright April 2001, Crain Communications Inc.
