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Edge Creative Spot in N.Y. Pilot Is Model for Complete Ad Overhaul
NEW YORK-Coca-Cola is eyeing a sweeping shift in its core brand strategy, with a new advertising approach that could shelve its “Always” campaign by February.
The new ads will focus on capturing the subtleties of life from the consumer’s perspective, downplaying the current emphasis on the product and its various icons.
The first signs of the revamp are emerging in a pilot program in the New York market (the Northeast corridor up to Boston), with Atlanta targeted for the next phase, sources said.
One TV spot via Edge Creative, Santa Monica, Calif.,
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