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

Latest Reads
Dentsu Webchutney, Filpkart launch unique campaign with Instagram emoji slider feature

MUMBAI: Dentsu Webchutney, the multinational media and marketing communication company, has today launched a unique campaign using Instagram’s emoji slider feature for the exclusive launch of Honor 7A-SlideShot on Filpkart. The emoji slider sticker on Stories, is another fun place where your...

MAM Media and Advertising Ad Campaigns
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns
Audi CEO Rupert Stadler arrested

German automobile company Audi’s CEO Rupert Stadler has been arrested on suspicion of fraud. The arrest has been made in connection with Audi’s parent company Volkswagen’s role in emissionsgate (dieselgate)

MAM Media and Advertising People
Unilever to cut ties with digital influencers

While brands continue to engage in paid promotions through influencer marketing, consumer goods giant Unilever's had enough. The world's second biggest advertiser has decided to stop this practice to promote its products. Companies tend to rely on influencers to generate a buzz around their...

MAM Marketing Brands
Anita Mookerjee joins Lodestar UM as head for South business

Media and marketing company, Lodestar UM has appointed Anita Devraj Mookerjee as the head for South India business.

MAM Media and Advertising People
Bombay Dyeing eyes 20-30% revenue from e-commerce by 2021

MUMBAI: A customised bed sheet with an image of your favourite travel destination, family or just a picture that you clicked. Sounds fancy? Well, bath and bedding company Bombay Dyeing has launched a new campaign to target the millennial consumer where they can upload an image on the company’s...

MAM Marketing Brands
Brand Factory captures the essence of Mumbai through a musical rap

MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

MAM Media and Advertising Ad Campaigns
Indigo paints signs MS Dhoni as ambassador

MUMBAI: Decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories