Word: coca-cola
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...OTHER TIME, THE announcement by Coca-Cola president Donald Keough of a worldwide campaign of 26 new commercials would have been cause for celebration in the advertising industry. Describing just such an occasion last week, a pumped-up Peter Sealey, Coke's director of global marketing, said, "It was a seminal moment, like the first sustainable nuclear reaction." Maybe so, but this time it was Madison Avenue that was feeling the heat. After relying on New York's respected McCann-Erickson advertising agency (est. 1992 billings: $6 billion) for nearly 40 years, Coca-Cola had taken the unprecedented step...
...Coke signs flash against a rhythmic backdrop of bright colors, all in time to a lilting rock song: "Wherever there's a beat, there's always a drum; wherever there is fun, there is Coca-Cola...
...apparent success of the ads from Hollywood is unsettling for the advertising industry. After all, this is a key account, on which Coke spends about $600 million a year. "Anytime a major client like Coca-Cola makes a public demonstration of lack of confidence, it's not good for your reputation," says James Dougherty, an advertising specialist at Dean Witter...
Will the time come when an American songwriter, seeking to capture the essence of France, pens a lyrical ode to Le Burger King or McDonald's? Will the Hemingways, the Sartres and the Picassos of the next century debate ideas while dining out on le hamburger and le Coca-Cola? The scenario is hardly farfetched. For on the street corners of Paris, and in provincial cities from Lille to Lourdes, le fast food is muscling out bistros at a dizzying rate...
...trend, a reflection of the nation's prohealth, proenvironment leanings, has also invaded the $48 billion soft-drink market. Coca-Cola has the latest entry: Tab Clear, a colorless, calorie-free version of its 29-year-old diet drink. Coke says it's being positioned as a "mainstream cola," though it will have to swim against Crystal Pepsi, a low-sodium, no-preservative version of the industry's second-best-selling soft drink, as well as a pack that includes 30 other transparent rivals, such as 7-Up, Sprite and, for the real back-to-basics crowd, water...