Coca-Cola to unveil marketing push for Coke Classic

NEW YORK - Coca-Cola is set to unveil a new marketing campaign for its core Coke Classic brand in the US tomorrow, the first since it decided to dump its 'life tastes good' campaign in September 2001.

Coca-Cola to unveil marketing push for Coke Classic

According to a report in the Financial Times, the Atlanta-based soft drink giant is to spend "substantially more" on this new campaign than last year.

It will feature television advertising, print ads and sponsorship. After a North American launch, it is expected to roll out worldwide. The campaign was created by WPP Group's Berlin Cameron/Red Cell agency, part of WPP's fourth global network Red Cell, although Interpublic's McCann-Erickson is the lead agency globally for Coke.

The report says that the word "real" will feature in the tagline. Coca-Cola was once marketed with the line "the real thing".

The news comes following Pepsi's revelation that it had signed R'n'B star Beyonce Knowles as a new spokeswoman. She is to feature in television ads for the beverage, which will be directed by Spike Lee.

Coca-Cola has seen the volume of drinks sold fall, although new products such as Vanilla Coke have been widely successful.

Late last year, it was revealed that Coke was testing out new packaging in trendy New York bars, as it looked at a redesigned can similar to that of the energy drink Red Bull.

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