• by Joe Mandese  @mp_joemandese, February 4, 2011

Daly who is group manager of strategy & planning at Coca-Cola Co. says the strategy is actually an extension of Coca-Cola's seminal marketing plan, which was conceived in the 1930s, and it just so happens to fit in nicely with the way the world of mobile media is evolving.

"Our mobile strategy was written in the 1930s," Daly notes, recalling Coke's original marketing mantra, which was to put "our brands within arm's reach of desire."

Wow. And what better way of doing that, than with what people are holding in their hands, which happen to be attached to their arms. "People are going to have a mobile phone in one hand," Daly says. "I want a Coke in the other hand."

Putting aside the implications for multitasking, and I don't even want to think about the implications that might have yet another mobile medium - the car - but the strategy seems perfectly teed up for the mobile era.

"Do we turn that phone into a barrier, or an enabler of desire," Daly asks.

I don't know about you, but I'm kind of thirsty.