Coca-Cola Launches New Advertising Campaign Reclaiming Brand's Roots and Values in Everyday Life

'Life Tastes Good' Program Launched Worldwide



Apr 20, 2001, 01:00 ET from The Coca-Cola Company

    ATLANTA, April 20 /PRNewswire/ -- The Coca-Cola Company (NYSE:   KO) today
 launched a new advertising campaign for its flagship soft drink, which
 celebrates the positive values of the brand in stories of everyday life.
     Using the theme, "Life Tastes Good," the campaign includes 30 30-second
 television spots depicting a wide range of people, moods and situations.  The
 stories, whether about teenagers on a train after a concert, surfers who live
 in Maine, a grandfather and young adult grandson coming to a meeting of the
 minds, the chaos surrounding a young bride on the day of her wedding, or a
 rock music star backstage before an encore, all underscore the integral and
 upbeat role that Coke plays in the lives of people around the world.
     "Our new celebratory campaign reclaims the Coca-Cola brand's roots, its
 values, its sensitivity and its rightful place in the minds and hearts of
 people," said Steve Jones, Chief Marketing Officer for The Coca-Cola Company.
 "As these commercials show, Coca-Cola belongs in stories about the true soul
 of everyday life. These stories express feelings of optimism, of brightness,
 of spirit."
     For more than 100 years, storytelling has been at the heart of the
 Coca-Cola brand.  This new campaign, "Life Tastes Good," builds on the
 tradition of capturing special moments in people's lives.  The campaign
 includes TV, radio, outdoor and print executions featuring people telling
 stories about special moments in their lives where Coke enriched and enhanced
 those experiences.
     "Storytelling is at the heart of this campaign," said Nick Bishop, vice
 president of Consumer Connections for The Coca-Cola Company.  "When people
 tell stories about important moments of their lives -- big ones and small ones
 -- they often describe a scene where Coca-Cola was present.  There's something
 magical about that, and the new campaign captures it.
     "We are telling stories that are natural and honest -- not contrived or
 over the top in their theatricality -- because the power of Coca-Cola is in
 the authentic way it can connect people to themselves, to others, and to a
 culture that it is part of."
     The Coca-Cola Company's approach to the development of this campaign
 demonstrates its commitment and ability to combine the best of local and
 worldwide perspectives.  The scripts were designed and executed in one of the
 local markets in line with a centrally crafted "strategic brand space."
 Countries also were free to create their own advertising consistent with the
 overall Coca-Cola conceptual framework.  Advertisements were produced
 simultaneously around the globe, and each will debut on the same day in their
 respective markets.
     According to Jones, the music is one of the most dynamic parts of the new
 campaign and reinforces the fact that "Coke is part of the soundtrack of
 life."  The music also will be adapted to fit local cultures and tastes.
     The "Life Tastes Good" campaign was produced by the Interpublic Group of
 Companies and its McCann-Erickson unit.
     The Coca-Cola Company is the world's largest beverage company and is the
 leading producer and marketer of soft drinks.  Along with Coca-Cola,
 recognized as the world's best-known brand, the Company markets four of the
 world's top five soft drink brands, including Diet Coke, Fanta, and Sprite.
 Through the world's largest distribution system, consumers in nearly 200
 countries enjoy the Company's products at a rate of more than 1 billion
 servings each day.
 
     To preview select commercials and obtain additional information about the
 new campaign, visit the online press center at www.coca-colamediacentre.com .
 
 

SOURCE The Coca-Cola Company
    ATLANTA, April 20 /PRNewswire/ -- The Coca-Cola Company (NYSE:   KO) today
 launched a new advertising campaign for its flagship soft drink, which
 celebrates the positive values of the brand in stories of everyday life.
     Using the theme, "Life Tastes Good," the campaign includes 30 30-second
 television spots depicting a wide range of people, moods and situations.  The
 stories, whether about teenagers on a train after a concert, surfers who live
 in Maine, a grandfather and young adult grandson coming to a meeting of the
 minds, the chaos surrounding a young bride on the day of her wedding, or a
 rock music star backstage before an encore, all underscore the integral and
 upbeat role that Coke plays in the lives of people around the world.
     "Our new celebratory campaign reclaims the Coca-Cola brand's roots, its
 values, its sensitivity and its rightful place in the minds and hearts of
 people," said Steve Jones, Chief Marketing Officer for The Coca-Cola Company.
 "As these commercials show, Coca-Cola belongs in stories about the true soul
 of everyday life. These stories express feelings of optimism, of brightness,
 of spirit."
     For more than 100 years, storytelling has been at the heart of the
 Coca-Cola brand.  This new campaign, "Life Tastes Good," builds on the
 tradition of capturing special moments in people's lives.  The campaign
 includes TV, radio, outdoor and print executions featuring people telling
 stories about special moments in their lives where Coke enriched and enhanced
 those experiences.
     "Storytelling is at the heart of this campaign," said Nick Bishop, vice
 president of Consumer Connections for The Coca-Cola Company.  "When people
 tell stories about important moments of their lives -- big ones and small ones
 -- they often describe a scene where Coca-Cola was present.  There's something
 magical about that, and the new campaign captures it.
     "We are telling stories that are natural and honest -- not contrived or
 over the top in their theatricality -- because the power of Coca-Cola is in
 the authentic way it can connect people to themselves, to others, and to a
 culture that it is part of."
     The Coca-Cola Company's approach to the development of this campaign
 demonstrates its commitment and ability to combine the best of local and
 worldwide perspectives.  The scripts were designed and executed in one of the
 local markets in line with a centrally crafted "strategic brand space."
 Countries also were free to create their own advertising consistent with the
 overall Coca-Cola conceptual framework.  Advertisements were produced
 simultaneously around the globe, and each will debut on the same day in their
 respective markets.
     According to Jones, the music is one of the most dynamic parts of the new
 campaign and reinforces the fact that "Coke is part of the soundtrack of
 life."  The music also will be adapted to fit local cultures and tastes.
     The "Life Tastes Good" campaign was produced by the Interpublic Group of
 Companies and its McCann-Erickson unit.
     The Coca-Cola Company is the world's largest beverage company and is the
 leading producer and marketer of soft drinks.  Along with Coca-Cola,
 recognized as the world's best-known brand, the Company markets four of the
 world's top five soft drink brands, including Diet Coke, Fanta, and Sprite.
 Through the world's largest distribution system, consumers in nearly 200
 countries enjoy the Company's products at a rate of more than 1 billion
 servings each day.
 
     To preview select commercials and obtain additional information about the
 new campaign, visit the online press center at www.coca-colamediacentre.com .
 
 SOURCE  The Coca-Cola Company