Around the Net

Coke to Launch Major New Ad Campaign This Weekend

Remember great Coke slogans like "It's the Real Thing" and "Always Coca-Cola"? They were considered advertising classics. Then the soft drink marketer switched gears and launched a series of forgettable ads that were eviscerated by critics. Now the company is coming back with yet another new ad campaign that it hopes will restore luster to its brand and boost sagging sales. The effort is scheduled to be unveiled this weekend during coverage of the NCAA Final Four in men's college basketball, and Coke plans to deploy the ads in other countries this summer. The campaign was created by Portland, Ore., agency Wieden + Kennedy and carries the slogan "The Coke Side of Life." Much is riding on the campaign's success. Sales of Coca-Cola Classic in the U.S. fell 2 percent by volume last year, contributing to a 10 percent sales decline for the brand over the past five years. The new effort includes outdoor ads and online promotions as well as television. Last year, the company boosted its $2 billion global marketing budget by $400 million. Ad spending on Coca-Cola Classic in the U.S., the world's largest soft-drink market, fell to $124 million last year, down from $210 million in 2000, according to TNS Media Intelligence.

advertisement

advertisement

Read the whole story at WSJ (paid subscription required) »

Next story loading loading..