Why Norway? Norwegians consume 100 liters of soft drinks per person each year, compared with the European average of 70 liters, and the country has been a good jumping-off spot for other Coca-Cola products.
However, in 1993 Norway was the first, and remains the only, market for Tab X-TRA, a sugar-free dark cola product. The company said there are no plans to launch Urge in other markets this year. The ad campaign is being coordinated directly with Coca-Cola Co. in Atlanta; agency is Leo Burnett Co., Chicago, with input from Leo Burnett Norway. The campaign will include radio, TV and cinema, plus promotions at youth events.