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NEW YORK Coca-Cola said it would introduce new executions this weekend in its “Coke side of life” initiative, developed by its global creative agency Wieden + Kennedy.
Simultaneously, Coke is staging live events and making available downloadable content such as music, ring tones and other elements in an effort to help consumers further “experience” the brand.
First up is a launch party tonight in lower Manhattan featuring a performance by Ne-Yo and appearances by celebrities such as Jay-Z.
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