Coca-Cola Company: Always Coca-Cola campaign
Rebecca StanfelOverview
The Coca-Cola Company launched a global advertising campaign in February 1993 to promote its best-selling soft drink, Coca-Cola Classic, This "Always Coca-Cola" campaign marked a decisive shift in Coke's marketing strategy. Frustrated that the brand's image had become outdated and stale, Coke reduced the influence of its long-standing ad agency, McCann-Erickson Worldwide, and chose instead to heed the direction of a Hollywood talent agency, Creative Artists Agency (CAA). CAA, which was headed by movie mogul Michael Ovitz, represented actors, producers, and directors and had never before overseen an advertising campaign. Coke hoped,...