Coca-Cola Company: This Is Refreshment campaign (1993)

Nancy Condry

Maintaining spectacular growth year after year in a flat market would be an enormous challenge, whatever the product.

Coca-Cola Company: This Is Refreshment campaign

Nancy Condry

Overview

Maintaining spectacular growth year after year in a flat market would be an enormous challenge, whatever the product. The launch of Diet Coke in 1982 with the campaign "Just for the Taste of It" was the beginning of such a success, and it continued for 10 years. Diet Coke's success was driven by the power of its name, its position in the Coca-Cola family as the first brand extension, and brilliant advertising that captured the essence of the product and matched it perfectly to the audience. By 1992, however, changes in...

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