Coca-Cola Gets Real

Discussion
Jan 10, 2003
George Anderson

By George Anderson


Coke is looking to create a bond between its flagship brand and younger consumers
with its new “Coca-Cola Real” advertising campaign featuring celebrities such
as Penelope Cruz, Courtney Cox Arquette, David Arquette, Lance Armstrong and
others.


The campaign will debut on January 13 on the ABC broadcast of the American
Music Awards. Ad Age reports the first spot will feature R&B singer
Mya and hip-hop artist Common performing “Real Compared to What,” a newly written
song based on the 1960s piece, “Compared to What.”


Moderator’s Comment: What is your reaction to Coke’s
new advertising campaign?


Okay, we admit it. Our age is showing.


The first thing we thought when we heard “Coca-Cola Real”
was “Is Coke for Real”.


Then we remembered that Coke is targeting younger consumers
and reconsidered. Perhaps Coke’s new campaign will be “The Real Thing”.


Then again, it might not make a lot of difference as younger
consumers continue doing what they have done for ages – finding their own products
instead of those enjoyed by their parents and other elders. Both Coke and Pepsi
are facing this issue in colas.
[George
Anderson – Moderator
]

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