Coca-Cola pushes products around mealtime consumption

Coca-Cola is positioning its brands as an ideal meal accompaniment for families, under the strapline 'Meals taste better with Coca-Cola'.

The brand is looking to improve Coke’s consideration as a meal-time accompaniment, with a particular focus on mothers.

The activity includes a return to its sponsorship of Saturday night TV on ITV1.

While the outdoor campaign carries the new tagline, the TV spots, which run until the end of the year, will use the existing 'Saturday night tastes better with Coca-Cola and ITV1' line.

TV ads, by McCann Erickson London, show a family eating at a table. When glasses of Coke are poured, animated flowers, rabbits and grass appear.

Radio ads and outdoor activity will also promote Coca-Cola, Diet Coke and Coke Zero as meal-time drinks.

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