Coca-Cola Co. previews ad plans

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Coca-Cola Co. kicks off 10 new TV commercials this weekend for its four core brands, including two separate three-spot series for Diet Coke from Wieden & Kennedy, Portland, Ore., which did the work as a special project; Lowe & Partners/SMS, New York, is the Diet Coke agency of record. The spots break on MTV's Rock 'n' Jock Super Bowl programming, for which Coca-Cola is the presenting sponsor. Also breaking on MTV are a new :30 for Sprite from Lowe, a new :30 for Surge from Leo Burnett USA, Chicago, and two :30s from Wieden for Coca-Cola Classic that spotlight hockey and figure skating fans.

Coca-Cola Classic is the brand slated for Coke's two :30s on NBC this Sunday, one during the Super Bowl pre-game show, one in the second quarter, a spokesman said. Coca-Cola will have a major presence on the international Super Bowl broadcast as exclusive sponsor of the game in 187 countries outside the U.S. and Canada. The broadcast, expected to reach 670 million viewers, marks the first "electronic imaging" on the Super Bowl, and will include computer-generated Coca-Cola signage and game information overlaid on the broadcast to make it more accessible to international viewers.

Separately, Coca-Cola said today it will broadcast the equivalent of 137 :30s for multiple brands on the CBS and TNT telecast of the Winter Olympic Games, Feb. 6-22.

Copyright January 1998, Crain Communications Inc.

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