Coca-Cola to increase local market adspend

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.

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

campaigns.



Leo Burnett, Chicago and Edge Creative, Santa Monica, have created a

core campaign for Coca-Cola, specifically designed to be adaptable in

local markets.



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

Chinese account.



The tailored campaigns will introduce Coca-Cola’s new strapline:

’Coca-Cola. Enjoy.’ The work will break in Europe in the next few

weeks.



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

download.



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

European outfit.



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