Coca-Cola '97 ad spending $1.6 bil

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Coca-Cola Co.'s worldwide ad spending hit $1.6 billion last year, a $200 million increase over 1996 and $300 million over 1995 levels, the company said in its just-issued annual report. The company said its goal for Coca-Cola U.S.A. is to create a "true 360-degree Coca-Cola landscape" via its "three p's" strategy of "preferred brands, pervasive penetration and price relative to value." It said its 1998 plans call for "creative promotions" linked to Coca-Cola Classic and Nascar auto racing, as well as a returning promotion for Minute Maid offering consumers a chance to win their own bed-and-breakfast inn.

Copyright March 1998, Crain Communications Inc.

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