Coke Fights For “Life” Line

NEW YORK — Coca-Cola and the Canadian operation of Parmalat are holding talks over which company should be allowed to use the line “Life tastes good” in its advertising.

Parmalat has been using “Life tastes good” since September 2000 in ads running in Canada for the company’s Lactantia brand butter.

Coke has been using the tagline for since April when it broke a new global advertising campaign. However, Coke ads carrying the tag did not begin appearing in Canada until three weeks ago.

When the Atlanta-based beverage giant applied in February to register the line as a trademark, it did a search and found no other applications for the line, said a Coke representative. He declined comment on the specifics of the discussions except to say that the two sides were trying to work out an agreement on use of the line.

“We are and have been in cordial discussions with the folks at Parmalat and expect to conclude these discussions with a
mutual agreement,” said Coke representative Rob Baskin.

Parmalat is a food and dairy company whose headquarters are in Italy. Officials at Parmalat in Canada could not immediately be reached for comment.

McCann-Erickson in New York, and its Amster Yard subsidiary, created Coke’s “Life tastes good” campaign.

Agency officials could not immediately be reached.