Coca-Cola Co., Atlanta, this week breaks TV spots launching a global campaign, themed “Coca-Cola … Real,” that begins in the U.S. and rolls out in other countries throughout the year with ads, promotions, new packaging, one-to-one marketing, and property sponsorships including NASCAR and NCAA. The global tag gets local executions. TV broke last night (Jan. 13) during the Coke-sponsored American Music Awards on ABC.
The Awards included a performance by the winner of the Coca-Cola New Music Award, a competition between emerging bands. Coke debuted its 90-second “Real Compared to What” spot starring R&B singer Mya and hip-hop artist Common.
Through first-quarter, Coke will air celebrity-studded TV spots, print, and radio for general-market, African-American and Hispanic audiences, showcasing actors Penelope Cruz, Courteney Cox Arquette and David Arquette. Late night talk-show host Craig Kilborn; boxing great Muhammad Ali; cyclist Lance Armstrong, and members of the Coca-Cola NASCAR Racing Family, including Winston Cup champion Tony Stewart, will also be featured. Coke works with Universal Music Group to launch “Coke FM,” whose 60-second radio spots will feature UMG artists, hosted by music celebs such as La-La (host of MTV’s Direct Effect), Abby Gennet (MTV2 Rock Countdown) and Katie Cook (co-host of CMT’s Most Wanted Live).
“Authenticity, originality and ‘real’ refreshment are part of our heritage, and what the brand has always stood for. That’s why ‘real’ is such relevant, natural turf for Coca-Cola,” said Coca-Cola North America Chief Marketing Officer Chris Lowe in a statement. WPP’s Berlin Cameron and IPG’s McCann-Erickson, both New York City, handle general-market ads; Burrell Communications Group and Lapiz, both Chicago, handle African-American and Hispanic creative, respectively.
