Coke ads to fizz with Courteney, Penelope, Mya

MUMBAI: Cola ad wars have taken yet another interesting twist with Coca-Cola signing on Penelope Cruz, Courteney Cox and singer Mya for the latest ad campaign. According to a report by WallStreet Journal, the new campaign has been inspired by PepsiCo Inc.'s signature use of 'young, hip celebrities'.

The latest campaign includes three commercials. One with Penelope Cruz drinking Coca-Cola, another with Friends' star Courteney Cox pouring a Coke for her husband, actor David Arquette and the third shows singer Mya in her own hip-hop version of Eddie Harris's golden oldie Compared to What.

Coke's new tagline, Coca-Cola Real, echoes its classic 'The Real thing' slogan. The company will also put out new print ads including one with boxer Muhammad Ali and NASCAR drivers, the report says.

PepsiCo, on the other hand, has signed singer and actress Beyonce Knowles to endorse Pepsi Cola, thus joining a long line of pop stars which includes Michael Jackson, Madonna, and most recently, Britney Spears. The report adds that the new ads, which were tested extensively with consumers, are intended to fill an important gap by appealing to teens and ethnic consumers.

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