New campaign for Coca-Cola

Coca-cola has launched its new global advertising campaign in the US.

The Coke Side of Life campaign, which was announced in December 2005, launched on US television networks in April. Other markets will follow in the coming months. The adverts are focused on the carbonated soft drinks central to Coca-Cola’s portfolio, and the intention is to market not only the products, but the Coca-Cola brand. In addition to the TV adverts, there will also be billboards, newspaper ads and online videos.

A number of previous Coke campaigns have been hugely successful, making the brand a part of consumers’ lives. There has been pressure on Coca-Cola’s head of marketing, strategy and innovation, Mary Minnick, to create another winning campaign, particularly at a time when the brand really needs it. The campaign was developed by Wieden+Kennedy, which has worked with clients such as Nike in the past.

db May 2006