Coca-Cola, which spends pounds 970 million on advertising a year,
is committing itself to local advertising and scaling down its
traditional use of global campaigns.
The decision goes against the trend from international FMCG marketers,
who are increasingly shifting their advertising budgets towards global
Leo Burnett, Chicago and Edge Creative, Santa Monica, have created a
core campaign for Coca-Cola, specifically designed to be adaptable in
In Europe, the work will be adapted by Publicis. McCann-Erickson will
handle Hong Kong and Australia, and D’Arcy and Burnett will manage the
The tailored campaigns will introduce Coca-Cola’s new strapline:
’Coca-Cola. Enjoy.’ The work will break in Europe in the next few
Coca-Cola’s trademark bottle figures predominately in the advertising
and in the US it is being reintroduced to supermarket shelves.
One of the commercials features a woman leaving on a train while she
thinks about good times she’s had with friends drinking Coca-Cola.
Other executions associate the soft drink with riding a waterfall,
kissing and tasting a snowflake. All of the ads aim to conjure up
’feeling’. The TV ads are directed by high-profile directors, including
John Madden, who shot Shakespeare in Love.
Music genres including techno, reggae and hip hop have been applied to a
single tune, enabling local agencies to adopt the style most appropriate
to each market.
The company is also planning to enhance its website. It will carry the
new brand images and jingles, which visitors will be able to
The change in strategy is the brainchild of the company’s former global
marketing chief, Charles Frenette.
However, under a recent restructure instituted by Coca-Cola’s new chief
executive, Douglas Daft, Frenette will run the company’s troubled