Coca-Cola Co. showcased its new global advertising campaign in New York with 16 new commercials under the "Always Coca-Cola" banner the company has used since 1993. Ads will break in mid-May in the U.S. Edge Advertising, Los Angeles, created all the commercials except one spot (titled "Motel") developed by Leo Burnett USA, Chicago. The ads vary from sumo wrestlers having lunch with Coke to an animated "supermom" character who flies off to the supermarket to get Coke for her kids. Additionally, Senior VP-Chief Marketing Officer Sergio Zyman announced Coke is planning a major promotion in the U.S. this summer "that is huge; it will obliterate every promotion in the marketplace."
Copyright April 1997, Crain Communications Inc.