Word: coca-cola
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...Gorbachev's reforms and initiatives--which include pulling out of Afghanistan, signing the INF, adopting hard-line budgeting, providing more and better consumer products and importing Coca-Cola, Billy Joel and openess--are themselves symptomatic of a dilemma which looms large in Kremlin minds. The Soviets are coming to grips with the fact that they cannot economically or politically afford to keep up the arms race and their policy of expansion at the expense of domestic priorities...
...woman crusade has had dramatic results. Kimberly-Clark, McDonald's and Tambrands have asked their ad agencies to pull their commercials from Married. Coca-Cola has promised to screen future episodes. Says Rakolta: "It restores my faith in the big American product companies...
...carry the message, the ad agencies are signing up a host of aging TV and movie stars. Among the familiar faces: Wilford Brimley for Quaker Oats, Art Carney for Coca-Cola Classic, Barbara Billingsley and Jane Wyatt for Milk of Magnesia and Buddy Ebsen for McDonald's. Special modeling agencies have sprung up to meet the growing demand for mature actors for commercials. At the Ford agency, a division called Classic Woman offers a group of 30 models over age 40. Senior Class, a New York City agency started last year, books 200 men and women 50 to 80. Among...
...major career decision for celebrities at the moment is not whether to sell out but which cola to endorse when they do. In the latest episode of their unending battle to top each other, Coca-Cola and Pepsi are offering fees that almost no one can resist. Last week Pepsi announced that the Material Girl, Madonna, has signed up for a one-year global advertising campaign (her estimated fee: almost $10 million). The title song from the singer's new album, Like a Prayer, will debut in March on Pepsi's prime-time television commercials. Pepsi's team has already...
...Coca-Cola has not lost its fizz either. In December the company signed teen heartthrob George Michael for a diet Coke commercial, to begin this week, which features music from a previously unreleased single (his fee: a reported $4 million). In the past, Coke has recruited the Pointer Sisters and Whitney Houston. All of which raises a profound question: Which brand would Elvis have chosen...