New Global Campaign Invites the World to Choose Coca-Cola and Live on the
Positive Side of Life
ATLANTA, March 30 /PRNewswire/ -- It's a simple idea, really. Drinking a
Coke makes people happy. It tastes good. And it's an invitation to live on
the positive side of life. That's the message behind 'The Coke Side of Life,'
a new global marketing platform for brand Coca-Cola, which launches in the
U.S. this week and in other markets over the next several months.
The first round of television spots in what will be a fully integrated,
global campaign -- including digital components, promotions, properties, and
new graphic treatments -- begins airing in the U.S. this weekend during
broadcasts of the NCAA Final Four on CBS and American Idol on Fox.
Simultaneously, outdoor and print executions will appear across the country
and an extensive online campaign that features exclusive viral videos and
other unique content will help dimensionalize The Coke Side of Life in the
digital world.
"We live in a world where we make choices every day and The Coke Side of
Life encourages people to make those choices positive ones," said Marc
Mathieu, senior vice president for carbonated soft drink core brands,
Marketing, Strategy and Innovation, The Coca-Cola Company. "This new campaign
invites people to create their own positive reality, to be spontaneous, listen
to their hearts and live in full color."
Coca-Cola has always been at its best when it reflects the simple,
optimistic moments in life. The Coke Side of Life recognizes that the most
universal experiences are those where Coca-Cola is refreshingly honest and
uplifting.
"Since the beginning of the year, we've aired a series of ads in the U.S.
that remind people of the simple reasons why they love Coca-Cola, the
product," said Katie Bayne, senior vice president, Coca-Cola brands, Coca-Cola
North America. "With The Coke Side of Life, we are reminding people why they
love Coca-Cola, the brand. Overall, the message is that only a Coke will do
because in the most basic terms, Coca-Cola is happiness in a bottle."
Through The Coke Side of Life creative strategy, the Company is using its
global resources to drive a multi-media, multi-cultural platform in markets
across the world. In addition to the initial group of ads and elements
debuting in the U.S., more commercials and communications tools will be
available for global use by summer.
"Because Coca-Cola is a global brand with local connections and meanings,
The Coke Side of Life offers each country an opportunity to interpret their
own moments of happiness and the brand's role in those," said Esther Lee,
chief creative officer, Marketing, Strategy and Innovation, The Coca-Cola
Company. "Working with markets around the world, we have collaboratively co-
authored an integrated creative platform that can be adapted to fit different
market needs. And we are inviting countries to add to the effort through
joint global initiatives."
The new global campaign's launch is spearheaded by the U.S., where it will
come to life via a series of events beginning on March 30, when the campaign
will be introduced to an exclusive audience at one of New York's leading
venues, Capitale. At the event, which is headlined by a special live
performance by platinum-selling recording artist Ne*Yo, guests will experience
first-hand the sights, sounds, and attitude of The Coke Side of Life.
On April 2, a broader audience will begin to experience The Coke Side of
Life in Indianapolis during the NCAA Final Four when MyCokeFest marks the
official launch of the platform. Featuring a line-up of top musical talent
and other entertainment, the free event will transform the landmark Monument
Circle into a celebration of The Coke Side of Life. On the day-off from NCAA
Final Four play, fans will be able to enjoy performances by Chris Brown,
Collective Soul, The Wreckers featuring Michelle Branch, and Carrie Underwood.
John Mellencamp will also take the stage for a special homecoming performance
presented by Coca-Cola and the NCAA.
The Coke Side of Life campaign idea was created by Wieden+Kennedy, the
global agency of record for brand Coca-Cola. Initial executions were
developed by the agency's offices in Amsterdam and Portland, Oregon and will
be supplemented by additional creative from agencies in markets around the
world.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with
Coca-Cola, recognized as the world's most valuable brand, the Company markets
four of the world's top five soft drink brands, including Diet Coke, Fanta and
Sprite, and a wide range of other beverages, including diet and light soft
drinks, waters, juices and juice drinks, teas, coffees and sports drinks.
Through the world's largest beverage distribution system, consumers in more
than 200 countries enjoy the Company's beverages at a rate exceeding 1.3
billion servings each day. For more information about The Coca-Cola Company,
please visit our website at http://www.coca-cola.com.
SOURCE The Coca-Cola Company
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Related links:
http://www.coca-cola.com
CONTACT:
Susan McDermott, +1-404-676-4120, or Kelly
Brooks, +1-404-676-2683, both of The Coca-Cola Company
NOTE TO EDITORS: Downloadable images from the new campaign as
well as viewing files of the television and outdoor ads are
available in the Press Room at http://www.coca-cola.com
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