Coke Takes Integration Further With New Effort

Atlanta-based Coca-Cola’s new “Life Tastes Good” branding campaign
features plenty of traditional media, especially TV, but the company says the online component is
more important than it’s been in any previous marketing effort.

Company spokesman Kelly Brooks told internetnews.com that the campaign, which
starts on TV Sunday, “will be the most fully integrated campaign we’ve ever
done.”

The campaign, which is designed “to celebrates the positive values of the
brand in stories of everyday life,” was developed by Interpublic’s
McCann-Erickson. Billings were not disclosed.

There will be 30 thirty-second television spots depicting a wide range of
people, moods and situations in stories about people, all featuring the
integral and upbeat role that Coke plays in the lives of people around the
world. Spots will be aired in the more than 200 countries where Coca-Cola is
sold.

Though there’s little evidence of the campaign online so far, Brooks said that the online element “is yet to come,” and that promotions
will be developed as the campaign goes along. He said, however, that as of
Monday some “Life Tastes Good” promotions will begin to appear on
Coca-Cola.com.

“Our new celebratory campaign reclaims the Coca-Cola brand’s roots, its
values, its sensitivity and its rightful place in the minds and hearts of
people,” said Steve Jones, chief marketing officer for Coke.

The scripts were designed and executed in one of the local markets in line
with a centrally crafted “strategic brand space,” Coke said. Countries also
were free to create their own advertising consistent with the overall
Coca-Cola conceptual framework. Advertisements were produced simultaneously
around the globe, and each will debut on the same day in their respective
markets.

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