Quote:
NEW YORK --
Coca-Cola Co., the world's biggest beverage maker, launched a new
global marketing campaign on Wednesday to try to draw consumers back
to soft drinks.
The campaign raises the stakes in Coke's competition with rival PepsiCo
Inc. Both have increased marketing efforts - changing logos and running
more ads - to shift their messages back to soda. They had put greater
focus on pricier bottled water, energy drinks and sparkling juice drinks but
amid the economic downturn both companies are returning to their roots.
Soda sales fell about 4.8 percent in the U.S. during the first nine months
of last year, notes Beverage Digest Editor John Sicher. Coca-Cola's U.S.
soft drink sales fell 4.4 percent in the same period, Sicher said, but the
company did gain 0.1 percentage points of market share. Coca-Cola Chief
Executive Muhtar Kent has asserted that soft drinks are key to the
company's success, and both Kent and PepsiCo Inc. CEO Indra Nooyi
have unveiled rebranding campaigns that, in part, are designed to slow
the decline.
"The cola wars are back in high gear," says Sicher.
Coke's new "Open Happiness" ad campaign, tied to its "Coke Side of Life"
ad slogan, is scheduled to launch on "American Idol." Ads will continue to
show up on TV spots, billboards and in stores over the next few weeks.
Part of the campaign includes three ads to run during the SuperBowl on
Feb. 1.
"A lot of people have left the category," Sicher says. "Also a lot of young
people have not entered the category, so these ads may help Coke both
recruit new, young consumers and rerecruit some lapsed consumers."
As part of its marketing campaign, Coke said it will sell 16-ounce plastic
bottles of Coke, Coke Zero, Diet Coke, Sprite and Fanta for just 99 cents.
The lower price appeals to recession-weary consumers.
The Atlanta-based company plans to have TV commercials, outdoor ads
and a song that is a collaboration of Gnarls Barkley's Cee-Lo, Patrick
Stump from Fall Out Boy, Brendon Urie from Panic at the Disco and
others.
The Wieden + Kennedy ad agency developed the campaign.
Coca-Cola Co., the world's biggest beverage maker, launched a new
global marketing campaign on Wednesday to try to draw consumers back
to soft drinks.
The campaign raises the stakes in Coke's competition with rival PepsiCo
Inc. Both have increased marketing efforts - changing logos and running
more ads - to shift their messages back to soda. They had put greater
focus on pricier bottled water, energy drinks and sparkling juice drinks but
amid the economic downturn both companies are returning to their roots.
Soda sales fell about 4.8 percent in the U.S. during the first nine months
of last year, notes Beverage Digest Editor John Sicher. Coca-Cola's U.S.
soft drink sales fell 4.4 percent in the same period, Sicher said, but the
company did gain 0.1 percentage points of market share. Coca-Cola Chief
Executive Muhtar Kent has asserted that soft drinks are key to the
company's success, and both Kent and PepsiCo Inc. CEO Indra Nooyi
have unveiled rebranding campaigns that, in part, are designed to slow
the decline.
"The cola wars are back in high gear," says Sicher.
Coke's new "Open Happiness" ad campaign, tied to its "Coke Side of Life"
ad slogan, is scheduled to launch on "American Idol." Ads will continue to
show up on TV spots, billboards and in stores over the next few weeks.
Part of the campaign includes three ads to run during the SuperBowl on
Feb. 1.
"A lot of people have left the category," Sicher says. "Also a lot of young
people have not entered the category, so these ads may help Coke both
recruit new, young consumers and rerecruit some lapsed consumers."
As part of its marketing campaign, Coke said it will sell 16-ounce plastic
bottles of Coke, Coke Zero, Diet Coke, Sprite and Fanta for just 99 cents.
The lower price appeals to recession-weary consumers.
The Atlanta-based company plans to have TV commercials, outdoor ads
and a song that is a collaboration of Gnarls Barkley's Cee-Lo, Patrick
Stump from Fall Out Boy, Brendon Urie from Panic at the Disco and
others.
The Wieden + Kennedy ad agency developed the campaign.
I'm not a fan of Coke at all actually xd . (as in the soft drink)
But I like Sprite and Fanta O: (Dont'cha wanta, wanta fanta!!)
But this seems cool surprised
I wanna see the commercial rofl
But I like Sprite and Fanta O: (Dont'cha wanta, wanta fanta!!)
But this seems cool surprised
I wanna see the commercial rofl
