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ATLANTA-Ira C. "Ike" Herbert, 67, retired exec VP at Coca-Cola Co., died March 4 of a heart attack at his home.

Mr. Herbert also served the soft-drink giant as president of the North American division and president of Coca-Cola USA. In addition, he was chairman at Coca-Cola Beverages in Canada. Mr. Herbert retired in 1991.

Mr. Herbert joined Coca-Cola in 1965 from VP at McCann-Erickson Worldwide, New York, where he worked on Coca-Cola accounts.

He was responsible for some of the company's most outstanding ad campaigns such as "I'd like to buy the world a Coke" and "It's the real thing."

On March 28, Mr. Herbert will be inducted posthumously into the Advertising Hall of Fame.

"Not many people can feel the pulse of the entire planet and know what's going to hit them [the way Mr. Herbert did]," said Paul Cappelli, president of the Ad Store, New York, a Coca-Cola agency.

Messrs. Cappelli and Herbert worked on more than 100 commercials while Mr. Cappelli was at McCann-Erickson.

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