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Coke sued over polar bear ads

Published on .

Robert L. Burgess, owner of Atlanta-based Burgess Creative Concepts, filed a $100 million-plus lawsuit in Georgia's Fulton Count Superior Court against Coca-Cola Co., claiming it was his idea to use polar bears in Coke commercials. Burgess' plan was first presented to Coca-Cola in late 1988 and early 1989, the suit said, and until 1993 Mr. Burgess reportedly met with an ever-expanding group of executives, including Ira Herbert, exec VP-marketing, and President Donald Keough. Coca-Cola spokesman Rob Baskin said, "The suit is totally without merit and we plan to defend our position vigorously."

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