Coca-Cola unveils new marketing strategy, eye PR options

New York: Coca Cola is launching a global marketing effort in the first half of 2006 featuring its new slogan, ?Welcome to the Coke side of life.?

New York: Coca Cola is launching a global marketing effort in the first half of 2006 featuring its new slogan, ?Welcome to the Coke side of life.?

Coke executives introduced the new campaign during a meeting with investors and financial analysts. When asked if it would be hiring a PR agency for the campaign, Andras Kallos, senior manager of marketing communications for Coke, said no agency has been hired yet, but that the company "will be looking into it."

Kallos noted that PR would play a role in the multimedia effort, scheduled to get underway in North America during the 2006 Winter Olympics.

Mary Minnick, head of global marketing for the soft drink company, explained that the company is creating an integrated campaign that would focus on selling both the value of Coke, the product, as well as Coke, the brand.

She noted that Coke would be using a variety of advertising mediums including 30-second ads aimed at adults, digital media-based ads targeting teen consumers, and some experiential marketing efforts to push its energy drinks.

Coke also announced that Blak, a cola coffee drink, would debut next month in France. Blak will be marketed to consumers age 35 and older.

Other new products hitting the shelves next year include a citrus energy drink called Vault, its diet counterpart Vault Zero, a premium coffee for the US market, and some new green tea drinks that the company said would symbolize a makeover for Coke's Nestea brand.

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