Word: coca-cola
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...become the promotion battle of the century. Pepsi-Cola last week responded with a quick advertising onslaught to Coca-Cola's announcement that it had reconcocted its 99-year-old secret formula. Pepsi began the estimated $2.5 million campaign, produced by Batten, Barton, Durstine & Osborn, with a 30-second prime-time spot that will be broadcast for a month on the three major networks. In the ad a wistful-looking teenage girl stares straight at the camera and says, "Would somebody out there tell me why Coke did it? Why they changed? They told us they were 'the real thing...
...surprise announcement and rushed it onto the air the following Monday. Normally television advertisements are done on film, and production can take months. Explained Director of Publicity Rebecca Madeira: "We are taking advantage of what we see as a big window to win over dyed-in-the-wool Coca-Cola drinkers...
...week, for example, company officials sped some of the first cans of the new drink from a Queens bottling plant to Manhattan's Battery Park, where they loaded them aboard a tugboat and took them to Liberty Island. Then in a brief ceremony, Charles E.F. Millard, chairman of the Coca-Cola Bottling Co. of New York, presented a can to a worker on the Statue of Liberty renovation project. As the new Coke is introduced into various marketing areas, it will be accompanied by a barrage of commercials, including one that shows a gigantic can rising out of the earth...
...birth. The company will transform the city's downtown park into a three-ring circus. Theme for the day: "Step right up to the greatest taste on earth." Coke will also be launching 25,000 red and white balloons, skywriters, banner-flying planes and a skyful of fireworks. Said Coca-Cola Spokesman Robert Hope in a moment of candor: "We're using every glitzy thing you can imagine...
...have always preferred Coca-Cola to Pepsi, finding the latter much too sweet and thin. Most of all, I dislike the citrus-oil flavor I seem to detect in Pepsi. And though the new Coke approaches the sweetness and thinness of Pepsi, it does not have the lemony aftertaste. Therefore, I still prefer Coke. I suspect that those who have preferred Pepsi will continue...