Coca-Cola is preparing what is thought to be the largest campaign ever conducted for its eponymous flagship brand, in a bid to kick-start sales growth and recapture momentum from arch rival PepsiCo.
The push, due to launch at the end of April, draws on the resources of Interpublic, with which Coke forged a marketing alliance last year [WAMN: 04-Dec-01]. McCann-Erickson is handling the campaign in markets outside the US, while the same network’s New York office is also creating three of the stateside ads. Other Interpublic-owned agencies being tapped in the US are Amster Yard of New York (five ads) and the same city’s dRush (four ads).
Up to forty-nine scripts for ads around the globe are believed to have received the green light – a huge number for a single campaign. They focus on so-called ‘Coke moments’, associating the brand with feel-good points in a person’s life – one ad features a bride just before her wedding, while another portrays two teenagers contemplating life under the shade of an oak tree.
In addition to the US, ads are being filmed in France, Spain, the UK, Italy, South Africa, Germany and Brazil, with other potential markets including China, Mexico, Singapore and Japan. The same basic message will be used in all markets across the globe.
The new tagline, which replaces the current ‘Enjoy’ theme, is ‘Life tastes good’. However, the obstinate refusal of the word ‘taste’ to translate accurately into several non-English languages has given Coke linguists the task of finding other ways to convey the message in foreign tongues.
News source: Advertising Age - Daily Deadline