1. Advertising took dead aim at Coca-Cola's broad user base, from Generation X techies to retirees. Given today's demographic and psychographic diversity, Coke's multi-layered campaign gives us a peek into future brand advertising strategies-both local and global.
2. Message content was fresh and fast. The "Always Coca-Cola" line became a meaningful bridge across the widely different and numerous commercials. The pouring sounds and cold (sweating) bottles pushed a need for immediate gratification.
3. Coke made memorable use of icons-the bottle, the bullseye and the color red. The use of commercials from other lands helps make global leadership a part of Coke's image.
4. A brand leader strengthens its leadership image with consumers through dominant advertising campaigns in major live events with large audiences. In this case, Coca-Cola just buries Pepsi.
I know that some advertising professionals will question the lack of a disciplined and focused campaign in favor of a more traditional "one sight, one sound" expression. My point is that Coke's rather splintered creative executions reflect the realities of a brand leader working in today's multi-cultural marketplace.
Charles A. Mittelstadt
I can think of only one good thing that can come out of NBC's coverage of the '96 Olympic Games. There won't be an abundance of docu-dramas this fall about the Games. It seems that for every NBC "reporter" covering the games there is a screenwriter twisting facts into story lines for their tape delay broadcasts.
NBC Sports should be embarrassed by their lack of integrity toward the Games. Where is Howard Cosell when you need him? Just tell it like it is.
Matthew Van Horssen
Grand Haven, Mich.
In response to Jim Brady's question "Is that all there is?" pertaining to the Kennedy "mystique" (AA, July 15), my answer is, "No, that's not all there is." There was style, but there was substance as well.
I was a young woman with a 2-year-old daughter I loved very much when the Cuban missile crisis was a reality. I watched and
listened to our president tell us what was happening and trusted him. There was a very real danger that our lives could come to an end any minute, but Americans knew our government was on the job working to solve this crisis, and that there was an intelligent and determined president in control who was willing to make a decision and face the consequences without polling all the newspaper people in Washington for their opinions.
I was young and loved my country. John Kennedy was our president and I admired, respected and believed in him. Should I now apologize for believing? What I choose to remember is the beauty, the bravery, the laughter of those years. There has not been a whole lot of those qualities since then.
Mary Ellen Dawson
I'm surprised that no one on staff recognized and identified the Los Angeles office building that dominates your "Landmarks" page of June 17 [featuring an outdoor ad for Cosmopolitan]. It's the longtime home of Petersen Publishing Co. (on Sunset and La Cienega), in which I labored on the editorial staffs of Hot Rod and Drag Racing magazines.
President, Good Communications
Railroad Flat, Calif.