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Coke chief supports 'Always'

Published on .

Coca-Cola Co. Chairman-CEO M. Douglas Ivester expressed support for the "Always" ad theme even as some on Madison Avenue have been speculating the slogan has run its course. "Always" is "very associated with the Coca-Cola brand at this point in time and always will be," Mr. Ivester told Advertising Age today. He didn't rule out another tag taking its place in brand advertising sometime in the future, but added, "Right now, [the 6-year-old `Always' theme is] serving us very, very well." Edge Creative, Los Angeles, handles. Mr. Ivester was keynote speaker today at the 10th annual Women's Foodservice Forum in Dallas.

Copyright March 1999, Crain Communications Inc.

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