Word: coke
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...Isdell's brief tenure as chief, the company has already served up a range of new drinks, including three energy boosters, a Splenda-sweetened Diet Coke and a zero-calorie soda. It's diving deeper into an alternative beverage market flooded with novel brands, from energy drinks and flavored teas to fruity milk and canned coffee. And in pumping an extra $400 million into the company's global marketing budget for its 400 drinks, Isdell has made it clear that he has no intention of letting the world's most valuable nameplate (worth $67.5 billion, according to Interbrand) slip...
...Coke is taking an iPod-inspired approach to reviving its flagship cola's appeal with an experimental marketing campaign. The new bottle collection--dubbed M5 for Magnificent Five--will roll out over the next year in 50 to 60 select nightclubs around the world. The icons are intended to draw attention from trendsetters, spicing up Coke's image in the minds of cool hunters and fashionable urban consumers. Don't expect to see M5s in grocery stores; they're much too hip for that. Instead, Coke will try to position the new bottles in fashion magazine layouts and even license...
...prepare for the M5 project, Coke's global brand manager from Mexico, Eugenio Mendez, traveled the world to see what kids are drinking and what styles and products they favor. Meanwhile, senior vice president Marc Mathieu put together a secret marketing playbook called The Manifesto, highlighting Coke's pop-cultural branding history--from the famous Santa series to its man-on-the-moon ads. Hoping for a more modern hit, the company sought out hot design firms to deliver a new image...
...Coke's quest of cool began with the Designers Republic, based in Sheffield, England, which dreamed up the Love Being model. Studios from Tokyo, São Paulo, Brazil, and Johannesburg, South Africa, came up with other variations...
...will show up first in Germany, Spain, Italy, Mexico and Brazil, among other key markets, later this year. In 15 to 20 months, after the bottles' global tour, Coke will decide whether to retire the new designs or try to produce them on a broader scale. In the U.S., Coke worked with MK12, based in Kansas City, Mo., to fashion a bottle that will get Coke noticed in the right places, as in music videos. On his blog, Matt Fraction, one of MK12's founders, described his team's artistic freedom: "They left everyone alone to do the work...