COCA-COLA PREVIEWS GLOBAL ADVERTISING CAMPAIGN

Features 'Welcome to the Coke Side of Life' Theme

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NEW YORK (Adage.com) -- Coca-Cola Co. offered a sneak peek at its much-anticipated global advertising campaign for its flagship brand to investors today, and it carries the theme “Welcome to the Coke side of life.”
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The effort, to break in March from independent Wieden & Kennedy, aims to drive consumers to consider the brand as the only beverage option after years of viewing it as simply another beverage option, said Mary Minnick, president of marketing, strategy and innovation. She presented the creative concept as merely a first look at the push since the marketer is now in production.

“I hope it’s not reviewed as a finished campaign,” she said, before starting the video that showed an advertising treatment and a general media plan. “It’s Coke through a new lens” declared the voice-over. The tagline will be tailored to different varieties of the brand within the larger trademark, including “Chill on the Coke side of life,” presumably for Coke Zero.

Targeting teens
While broadly targeted and set for use in a variety of countries and media, Coke is supplementing the effort with a component that uses alternative media to go after teens, a main brand recruitment goal.

“We realize it’s not enough to focus on teens entirely,” said Ms. Minnick, adding that alternative media, namely interactive forms under the iCoke platform, will be used to reach that demographic. Coke also will set an aggressive loyalty program in which it will distribute 4 billion codes on packages for consumers to collect for prizes, building on successes of similar programs around the world. Meanwhile, Coke Zero will get an additional marketing boost and will be the company's largest ever launch in Australia, Ms. Minnick promised.

The larger strategy is to drive growth in core brands to broaden market share. Citing consumer panel research with 60,000 consumers, Ms. Minnick said the company identified 17 different "need" states -- from having a good time to energy/stimulation -- that represent 352 billion unit cases of opportunity.

Diverse line
The company is micro-targeting against those need states, extending existing brands with new packaging, marketing or new benefits to creating new ones. Coffee, tea, energy drinks, water and juices will play major roles in touting the company’s beverage diversity -- it has 80 brands in 200 countries.

Among the products in the pipeline for 2006 and beyond are Sprite 3G, an energy version of the lemon-lime soda; Coke Blak, a coffee cola targeting adults over 35; new formulas for Nestea; a black tea brand called Gold Peak; a ready-to-drink coffee brand to be tested in four countries under the Far Coast brand; and a yet-to-be identified indulgent coffee brand. Other brands will include Powerade Advance, a single-serve enhanced water, along with lemonade and limeade extensions of Minute Maid juices.

Ms. Minnick also confirmed the company is running a “Make Every Drop Count” product diversity/social responsibility program to educate consumers on the variety of its products.

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