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Coca-Cola introduces "Real" marketing platform

ATLANTA US: The Coca-Cola Company has announced a new marketing platform for brand Coca-Cola, which reflects genuine, authentic moments in life and the natural role the brand plays in them.

The platform Coca-Cola ... Real will be integrated across all of brand Coca-Cola's marketing initiatives and properties -- launching in the United States and rolling out in numerous markets around the world throughout 2003. Executions of the Coca-Cola ... Real platform will vary in different parts of the world to ensure local relevance and connection.

When contacted McCann Ericsson said that as of now there are no plans to introduce the real platform into India as the beverage conglomerate already has developed successful desi themes. A coca cola official (India) refused to confirm or deny plans regarding the real platform.

Abroad the integrated platform launch includes a new advertising campaign, strong music and digital components, promotions, properties, one-to-one marketing initiatives, and new packaging and graphics. The advertising component of the Coca-Cola ... Real marketing platform features television, radio, print, online, cinema and outdoor executions. Television advertising will debut on 13 January during the Coca-Cola-sponsored American Music Awards (AMA) on ABC. In India the show airs on Star World on 14 January at 6:30 am live.

The various spots, from a situation illustrating the real joys of having a roommate to a slightly embarrassing moment for a well-known actress, all capture moments in which "being real" and the real refreshment of Coca-Cola come together.

Chief Marketing Officer, Coca-Cola North America Chris Lowe said, " Consumers today are telling us they want brands that are genuine, authentic and real. And these are values they associate more strongly with Coca-Cola than any other brand. Authenticity, originality and 'real' refreshment are part of our heritage, and what the brand has always stood for. That's why 'real' is such relevant, natural turf for Coca-Cola. This platform expresses those values in a contemporary way.

These ads convey what consumers told us it means to 'be real' -- being true to yourself, plugging in to life and connecting with others, with a natural optimism. Creatively, the upbeat tone of the campaign reflects the heart, fun and desire that are core characteristics of Coca-Cola."

Coca-Cola's online marketing is headlined by an MSN homepage redesign with Coca-Cola colors and background, and weeklong, exclusive behind-the-scenes clips of the new campaign and advertising locations on AOL and MTV.com.

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