Coke’s Do-Over Begins

Coca-Cola USA last week introduced the first of three new promotional spots that replace the “pop-top” campaign from Leo Burnett, which ran for just two weeks.

All three spots were created by McCann-Erickson, which also handles brand advertising for Coke.

The first 30-second ad shows an African American family celebrating the son’s high school graduation. A male voiceover says, “You just graduated. Life couldn’t be better. And now you’re about to pop the top of a Coke that could win you $1 million.”

The grad opens a Coke; the top shows the words, “You win.” The voice over: “OK, when I said life could n’t get better, maybe I was wrong.” The “Life tastes good” tag, absent from the Burnett work, appears.

Sources said the new work more effectively illustrates the “aspirational” appeal of brand Coke in that the characters’ lives are worthy of emulation. The Burnett campaign, by contrast, featured people whose goals were misdirected.

A Burnett spot that stars singer Christina Aguilera is still running.

Three weeks ago, Coke pulled three of the four Burnett ads after deciding they were inconsistent with the strategy created by the Interpublic Group [Adweek, June 11]. That strategy is to stress optimism, showing people’s daily exper ience and where Coke creates a common bond.

IPG-owned McCann will bow two more “pop-top” spots later this month, sources said. Coke declined com ment.