ATLANTA Fitzgerald + Co. plans to introduce new television, print and outdoor ads next month to support the April 3 launch of Coca-Cola's latest drink, Coca-Cola Blak.
The independent shop released a 15-second teaser spot for the beverage earlier this month during the pre-show broadcast of the Academy Awards. The ad has continued to run on episodes of American Idol. It depicts a bottle of Coca-Cola Blak as a glamorous star being photographed on the red carpet by the "poparazzi."
A new 30-second spot will be introduced in late April. The company and agency declined to release details of the ad.
Full-page print ads are scheduled to begin running in national consumer magazines. Billboards will appear in April.
Fitzgerald, an Interpublic Group agency in Atlanta, acquired the account last year without a review. The shop also provided the advertising last year to support the launch of Coke's new Black Cherry Vanilla flavor.
Coke describes Coca-Cola Blak as a "fusion beverage" that combines coffee with cola for an extra boost of energy.
"There is no other beverage available today quite like Coca-Cola Blak," said Katie Bayne, senior vice president of brands for the North American division of the company. "Coca-Cola Blak is a uniquely invigorating beverage that is full-bodied in flavor and as refreshing as you expect Coca-Cola to be."
Atlanta-based Coke did not disclose spending for the launch.