Global campaign to showcase the ?Coke Side of Life?

MUMBAI: It's a simple idea, really. Drinking a Coke makes people happy. It tastes good. And it's an invitation to live on the positive side of life.

That's the message behind The Coke Side of Life, a new global marketing platform for beverage conglomerate Coca-Cola, which launched in the US. In other markets it will kick off over the next several months.

The first round of television spots in what will be a fully integrated, global campaign -- including digital components, promotions, properties, and new graphic treatments -- began airing in the US a couple of days ago during broadcasts of the NCAA Final Four on CBS and American Idol on Fox.

Simultaneously, outdoor and print executions will appear across the US and an online campaign that features viral videos and other unique content will help dimensionalise The Coke Side of Life in the digital world.

Coca-Cola senior VP carbonated soft drink core brands Marc Mathieu says, "We live in a world where we make choices every day and The Coke Side of Life encourages people to make those choices positive ones. This new campaign invites people to create their own positive reality, to be spontaneous, listen to their hearts and live in full colour."

Coca-Cola says that it has always been at its best when it reflects the simple, optimistic moments in life. The Coke Side of Life recognises that the most universal experiences are those where Coca-Cola is refreshingly honest and uplifting.

Coca-Cola North America senior VP Katie Bayne says, "Since the beginning of the year, we've aired a series of ads in the US that remind people of the simple reasons why they love Coca-Cola, the product. With The Coke Side of Life, we are reminding people why they love Coca-Cola, the brand. Overall, the message is that only a Coke will do because in the most basic terms, Coca-Cola is happiness in a bottle."

Through The Coke Side of Life creative strategy, the company is using its global resources to drive a multi-media, multi-cultural platform in markets across the world. In addition to the initial group of ads and elements debuting in the US, more commercials and communications tools will be available for global use by summer.

Coca-Cola chief creative officer, marketing, strategy and innovation Esther Lee says, "Because Coca-Cola is a global brand with local connections and meanings, The Coke Side of Life offers each country an opportunity to interpret their own moments of happiness and the brand's role in those.

"Working with markets around the world, we have collaboratively co- authored an integrated creative platform that can be adapted to fit different market needs. And we are inviting countries to add to the effort through joint global initiatives."

The new global campaign's launch is spearheaded by the US, where it has come to life via a series of events. A few days ago the campaign was introduced to an audience at one of New York's leading

venues, Capitale. At the event, which is headlined by a special live performance by platinum-selling recording artist Ne*Yo, guests experienced the sights, sounds, and attitude of The Coke Side of Life.

Yesterday 2 April, a broader audience experienced The Coke Side of Life in Indianapolis during the NCAA Final Four when MyCokeFest marked the official launch of the platform. Featuring a line-up of top musical talent and other entertainment, the free event aimed at transforming the landmark Monument Circle into a celebration of The Coke Side of Life.

On the day-off from NCAA Final Four play, fans were able to enjoy performances by Chris Brown, Collective Soul, The Wreckers featuring Michelle Branch, and Carrie Underwood. Rocker John Mellencamp took the stage for a special homecoming performance presented by Coca-Cola and the NCAA.

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