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NEW YORK — The strategy for Coke Classic’s 2003 ad campaign is based on “authenticity” and “being real,” a concept that will be illustrated by a mix of celebrities and regular people acting “down to earth” in a series of spots, sources said last week.
“It’s about real life, real friends, real family, real experiences,” said one executive.
Interpublic Group’s McCann-Erickson is the agency for Coke Classic, but taking the lead on this effort is WPP Group’s Berlin Cameron/Red Cell.
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