'Moments' ads to back Coke Classic

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Coca-Cola Co., Atlanta, on Aug. 14 will break its new "Moments" campaign created by Cliff Freeman & Partners, New York. The advertising will show how Coca-Cola Classic makes special and everyday moments more special. The commercials build on the the "Enjoy" theme that broke in January. The advertising shows situations from a family reunion photo shoot to a pair of friends at graduation relishing the moment until they realize there's no Coca-Cola to help them celebrate. Then things get ugly: the matriarch leaves the family reunion and the two girls trade insults. Four 30-second and two 60-second TV spots and seven radio spots break Aug. 14. The campaign is the first Coca-Cola work from Cliff Freeman since the No. 1 soft-drink marketer shifted the account after shutting down in-house shop Edge Creative in May. "We see this round of work as an evolution and extension or outgrowth of where we were before," said Simon Pearce, director-national advertising, Coca-Cola North America. "The first round of ads was about retrenching the product equity and reminding people what a pleasure it is as a sensory experience, and `Enjoy' did that successfully from a physical or functional connection," he said. The new round of ads "is still about what it is to enjoy Coca-Cola from a different perspective that is more about the emotional bond consumers have with the brand."

Copyright August 2000, Crain Communications Inc.

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