Coke Campaign Put to the Test

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.