Coca-Cola remakes classic 'hilltop' ad
campaignlive.co.uk, Friday, 17 June 2005 03:34PM
Coca-Cola has remade "hilltop", its most famous ad, in an attempt to boost sales of Coke Zero, a zero-calorie version of its carbonated drink aimed at young men.
The new ad, created by Crispin Porter & Bogusky, updates the 1971 version, which featured a cast of young people singing I'd Like To Teach The World To Sing. Called "chilltop", the new spot alters the lyrics of the song, with the the blues/hip-hop crossover artist G Love singing: "I'd like to teach the world to chill, take time to stop and smile/I'd like to buy the world a Coke and chill with it a while."
The ad is set to air in the US at the end of June and it comes at a time when Coca-Cola is searching for an international campaign for its flagging Coca-Cola Classic brand.
US sales of the soft drink have been declining for the past four years.
The manufacturer recently held a preview of work from its Icon Brand agencies. The meeting, held in Argentina, was overseen by Coke's new executive vice-president of marketing, Mary Minnick.
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Business Development Manager Pure360 £20,000 - £25,000 depending on experience. £45k OTE uncapped, Brighton
- Comms Planning Manager PFJ £30000.00 - £35000.00 per annum, London
- Marketing Partnerships Director PFJ £40000.00 - £45000.00 per annum, London
- Assistant Category Manager Jarlett de Grouchy £27000 - £30000 per annum + + Bonus + Benefits, London
- Cobra introduces bra-making brewer 'The Boss'
- Anti-slavery charity creates '12 Years a Slave' tactical ad after Oscar win
- Majority of 15m Twitter users in the UK follow a newspaper
- Hooch appoints More and MJ Media for Keith Lemon campaign
- Birds Eye kicks off £60m pan-Euro campaign
- OgilvyOne loses BA business