COKE: 'ALWAYS' WILL ALWAYS BE MANTRA EVEN IF NOT IN ADS: IVESTER SAYS CHANGE MAY BE AHEAD

By Published on .

"Always" won't be forever. But Coca-Cola Co. Chairman-CEO M. Douglas Ivester said the ad theme likely will never lose its status as corporate mantra.

" 'Always' is very associated with the Coca-Cola brand and always will be," he said at a foodservice conference in Dallas last week. It "is part of what we do."

SOME NEW IDEAS PITCHED

Speculation has bubbled up that the theme for Coca-Cola Classic, the world's top-selling soft drink, may have run its course. Several roster agencies have pitched new advertising ideas for the brand (AA, Feb. 8).

The marketer unveiled a new wave of commercials featuring the slogan, to begin airing in the U.S. in May. There will be 14 new "Always" commercials this year, a Coca-Cola spokesman said.

The spots, from Edge Creative, Santa Monica, Calif., will start airing internationally before they hit the U.S.

Still, Mr. Ivester told Advertising Age he doesn't rule out change in the future.

"Down the road, I would think so, because nothing is forever," he said. "Right now, it is serving us very, very well."

Commercials featuring that one little word were first launched in 1993, and were supported by $115.5 million in media spending last year, according to Competitive Media Reporting. The company's 1998 annual report, issued this month, has a stark Coca-Cola red cover and the words: "Coca-Cola, now & always."

In the annual report, Mr. Ivester writes: "For us, 'always' is more than an advertising slogan; it's a business plan. As we manage through the day-to-day

In this article:
Most Popular