Coke gets Urge in Norway

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Coca-Cola Co. is using Norway as a test market for a citrus-flavored energy soft drink called Urge, positioned as a non-traditional beverage to compete with traditional soft drinks rather than sports and energy drinks.

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.

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