Coke unveils new spots

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Coca-Cola Co. unveiled new TV spots for Diet Coke on Dec. 29 from Wieden & Kennedy, Portland, Ore., marking a shift away from roster agency Lowe & Partners/SMS, New York for the important brand assignment.Coca-Cola officials stressed Lowe will remain a roster agency for the brand. Wieden was hired on a project basis for Diet Coke last winter, and now will handle much of the creative going foward, said Ian Rowden, VP-director, advertising.

The two 30-second spots feature a new tagline, "Live your life," replacing "You are what you drink."

One shows a woman making a video for a dating service, who realizes she's happy with her life the way it is. The other shows a woman at a dusty rest stop craftily nabbing a date.

The spots break Jan. 4 in the U.S. and will also air in international Diet Coke markets. They come as rival Pepsi-Cola Co. continues its $100 million launch of new diet cola Pepsi One.

Coca-Cola declined to discuss spending. According to Competitive Media Reporting, the company spent $22 million on the brand in the first nine months of 1998.

Copyright December 1998, Crain Communications Inc.

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