Word: coke
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...Paula Jones' sexual-harassment charges against Clinton gathered steam last month, Wright sipped Diet Coke in her sunlit office a few blocks from the White House and calmly defended him once again. The former chief of staff to the Governor of Arkansas has gone through a transformation since the campaign. Gone are the sweatshirt and slacks. The new Wright can afford an expensive haircut and smart, stylish dresses. Still the same, however, is her fierce loyalty to her old boss. "For 10 years," she says, with a flinty, blue-eyed gaze, "I doubt Bill Clinton was ever gone 15 minutes...
Even though Coca-Cola's soft drinks outsell those of its main rival, Pepsi, by more than 2 to 1 around the globe and Coke is the most popular single drink with teenagers, the company still wants to beef up its presence in carbonated drinks aimed specifically at teens. Pepsi's Mountain Dew, the most popular such beverage, owns 3.5% of the U.S. soft-drink market, compared with just 0.3% for Coke's citrus counterpart, Mello Yello. "Coke is trying to take it all," says Larry Jabbonsky, editor of the trade journal Beverage World. "Traditionally, Coca-Cola and Pepsi have...
...campaign was fine-tuned during a year of field study that confirmed Coke's impression that the current crop of teens suffer, along with their twentysomething elders, from an acute sense of diminished expectations. Like many other researchers, Coke saw that teens were concerned about violence, aids and getting jobs, all of which heightened their typical adolescent anxieties. "Economic prosperity is less available than it was for their parents. Even traditional rites of passage, such as sex, are fraught with life-or-death consequences," says Lanahan...
Armed with its findings, Coke set out to address the very real problems that teens face without seeming, on the surface at least, to exploit them. The OK trademark struck company marketers as the ideal solution. "It underpromises," says Lanahan. "It doesn't say, 'This is the next great thing.' It's the flip side of overclaiming, which is what teens perceive a lot of brands do." At the same time, the OK theme attempts to play into the sense of optimism that this generation retains. ("OK-ness," says a campaign slogan, "is the belief that, no matter what, things...
...rest of the campaign flows naturally from this studiedly unstudied, I'm-O.K.-you're-O.K. conceit. The same low-key approach animates the print and TV ads that Coke is rolling out in test markets this week. The major innovations in this battle for the teens...