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Coke Campaign Put to the Test

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Consumer testing of Coca-Cola's "Life tastes good" campaign last month shows that the creative work needs to be bolder, sources said.

The Atlanta-based beverage marketer tapped a research firm to conduct quantitative testing on the commercials that broke globally in April, sources said.

"Strategically, they 're on the right path," one source said of the test results on the TV portion of the campaign. "But executionally, they were weak. They're not bold enough yet."

The source added that hundreds of consumers in key markets across the U.S. were individually tested using a "structured questionnaire" that measured how memorable, how well liked and how impactful the 30-second spots were, among other factors. The results were turned over to executives at Coke and The Interpublic Group of Cos.

Another source said, "The brand has been put into where it belongs—optimism and that Coke can add to the good moments in life. Did the first iteration of work verge on being too introspective? Certainly. Does more upbeat work need to be generated? Yes. And that's coming."

A client representative would not comment except to say, "We believe that the campaign is in the right strategic space," but he acknowledged that the work "will evolve over time."

IPG agencies are working on new creative concepts and a number of spots are being readied for broadcast sometime in September, sources said.

At least six Coke spots have run in the U.S. since April. They were produced by IPG's McCann-Erickson and its Amster Yard subsidiary.