Global Coke Campaign Debuts

Coca-Cola on Sunday launched a new, global ad campaign, rolling out 31 TV spots in an effort to “reassert the bigness, the magic of brand Coke,” said a senior Coke executive.

The new work introduces the tagline “Life tastes good” and features moments made special with Coca-Cola.

In one of the first three spots for the U.S., Jakob Dylan (of The Wallflowers, and Bob Dylan’s son) enjoys Coke before returning to the concert stage after a break. Instead of singing the “Life tastes good” jingle used in the other spots, Dylan sings a snippet of one of his own new songs.

“We wanted someone with character,” said Coke chief marketing officer Steve Jones. “Jakob Dylan is authentic and real.”

Created by various offices of McCann-Erickson and its Amster Yard subsidiary in New York, the new campaign for the Atlanta-based client uses celebrity, youth and music to reconnect with consumers worldwide in a more locally relevant way than previous efforts.

Another spot, set to run globally, shows a woman dressing for her wedding. As relatives tend to the bride’s needs, a girl clutching a Coke bottle stands amid the chaos, gazes thoughtfully at the bride and offers her a sip.

“The old model was about creating the world of Coke and inviting people into it,” said Jones. “You can’t do advertising as much about the brand [anymore] as much as you need to do advertising about them as people.”

Jones said the work aims to recapture the “everyday optimism” of classic Coke ads, such as the one in which a group of people sing on a hill.

The IPG-driven strategy was to involve Coke in the stories in a way that appeals to local markets, he said. The spots were done by McCann-Erickson in the U.S., Japan, Brazil, Mexico, South Africa, China, Australia, Germany, the U.K., France, Spain, Poland, Philippines and Bahrain. They will air in more than 200 countries.

Coke execs confirmed that at least one spot with Christina Aguilera went into production last week in New York. They declined comment on its content, except to say that the singer sings one of her own songs