The Coca-Cola Company is extending its new "innovative" and "risk-taking" credentials [WAMN: 21-Apr-06] to embrace viral advertising.
In a move away from traditional emotive TV commercials, the Atlanta-headquartered beverages behemoth is tapping into youth culture via the internet and social networking sites such as MySpace.com.
The four 15-20 second animated sequences are aimed squarely at re-engaging with young people who have abandoned sugary, carbonated drinks in favour of healthier alternatives.
The virals form part of the recently launched "Coke side of life" global campaign, masterminded by US-headquartered independent agency Wieden + Kennedy.
Data sourced from MediaGuardian.co.uk; additional content by WARC staff