It has been a long time in the waiting, but Coca-Cola is ready to unveil its first global advertising campaign for its flagship Coke Classic brand since it ended its “Life Tastes Good” campaign in September 2001.
Life tastes good was taken off the air after it was deemed inappropriate following the terrorist attacks of September 11th. The brand has been without a uniform advertising push since then.
The ads will be rolled out first in North America, before going global. They will include television and print ads along with sponsorship promotions. As suggested last year, it is reported that the campaign will include the word “real” in the tagline.
It has been suggested by some commentators that the advertising push will come at the expense of Coca-Cola’s non-carbonated brands such as Powerade, the sports drink, and Dasani, the bottled water brand, even though these categories have been experiencing double digit growth in recent years.
It is hoped the new drive, which will launch later this week, will help revive the stagnant carbonate market, which has been kept buoyant in the last year by new product launches rather than the performance of its flagship brands.
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By GlobalDataCoca-Cola’s carbonated soft drinks volume fell 0.2% while its Coke Classic brand volume dropped 2% in 2001, according to Beverage Digest.
