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Coke Shuffles Marketing Deck With New Execs, Ads

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Coca-Cola has re-assigned two key marketing executives just days before the company unveils a new marketing initiative at its bottlers' meeting in Atlanta.
Chief marketing officer Charles Frenette was named president, Greater Europe Group, succeeding William Casey, who resigned and will continue as a Coke consultant. Stephen Jones, who has worked in several marketing positions overseas for Coke, replaces Frenette.
The moves come as Coke gets ready to launch its Ignition 2000 program and introduce the "Enjoy" campaign. The idea: to "visually bring the experience of drinking Coca-Cola to life," a source said.
Spots from Leo Burnett and Edge Creative, Santa Monica, Calif., will be viewed at the Wednesday meeting, sources said. An Edge Creative spot shows children jumping into a waterfall, a source said, to "equate the refreshing sensation of jumping into a waterfall with drinking Coke."
One spot by McCann-Erickson, which came back to the Coke fold in October, is called, "Mighty Mouth," using such special effects as a mouth drinking a Coke "tidal wave" with meteor-sized ice, sources said.
In all, six agencies, including a consortium of Publicis' European offices, Wieden & Kennedy, and D'Arcy Masius Benton & Bowles, are working on the campaign, which is scheduled to break Thursday.
Besides the "Enjoy" tag, the campaign's other unifying element will be the "piece of music that is proprietary," a source said, adding that the Summer Olympics leg from Wieden & Kennedy, Portland, Ore., "is really brought to life using the music."
Michael Hudson, who composed the music for the 7-year-old "Always Coca-Cola" campaign, also created the "Enjoy" music, a source said.
Recorded in Latin dance beats, hip-hop, rock and country-Western versions, one lyric rings out, "The world is yours. Coca-Cola. Enjoy," and repetitions of the words "the real thing."
Neither Coke nor agency officials would comment on the work.
Sources said D'Arcy, New York, is awaiting client approval of storyboards, which would mark the office's first creative work on Coke.
Through Ignition 2000, Coke officials hope to convey the "four consumer pathways"--achievement, vitality, comfort and connection--in which Coke makes moments special.
--with Richard Linnett and staff report