• January 9, 2003

Coca-Cola's new marketing campaign being launched this year includes TV stars Courteney Cox, Muhammad Ali and Lance Armstrong, the company announced Thursday. "Coca-Cola... Real" ads will also include appearances by R&B singer Mya and hip-hop artist Common; actors Penelope Cruz and David Arquette; late night talk-show host Craig Kilborn; and members of the Coca-Cola NASCAR racers including Tony Stewart. The launch includes a new advertising campaign, strong music and digital components, promotions, properties, one-to-one marketing initiatives and new packaging and graphics. It includes TV, radio, print, online, cinema and outdoor. The television advertising will debut Jan. 13 during the American Music Awards, which are sponsored by Coca-Cola. Coca-Cola's new visual identity is integrated throughout the campaign. Each spot features the use of the contemporized Dynamic Ribbon, the authentic Coca-Cola Spencerian script, and the power and passion of Coca-Cola red. The "Coca-Cola... Real" general-market advertising for North America was produced through a collaborative effort between WPP's Berlin Cameron and IPG's McCann-Erickson. Burrell Communications Group created the African-American advertising and Lapiz produced the Hispanic creative.