Berlin Preps Salvo for Coke Classic

NEW YORK Coca-Cola said it will unveil a new campaign for Coke Classic tagged “Make it real” on Jan. 18 during Fox’s American Idol.

Created by WPP Group’s Berlin Cameron/Red Cell in New York, the first spots focus on a group of real-life high school girls trying to form a rock band.

“People told us they want brands to lift their spirits and be part of realistic experiences that are genuine and optimistic,” said Randy Ransom, svp of Coke’s North American brand business unit, in a statement. The work “shares the values of Coca-Cola with a contemporary audience through relatable moments,” he said.

Additional work that will break throughout the first quarter will feature a group of young guys and the lessons they learn from playing basketball; the way a couple reacts to a romantic movie; and a kid who may or may not give the last Coke Classic in the refrigerator to his father. Another is a faux re-creation of a cross-country road trip.

The Atlanta company is expected to spend upwards of $300 million in marketing on its flagship brand this year in a plan laid out to analysts by CEO Neville Isdell two months ago. That would be nearly twice the U.S. media spend of 2004.