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New YORK—Coca-Cola has shifted the focus of its current “Enjoy” campaign to the teenage market, said a client representative.
Cliff Freeman and Partners recently pro-duced six spots—four showing people reacting angrily to the ab-sence of Coke and two teen-targeted spots.
Coke rep Mart Martin said that af-ter being tested, the “Graduation” and “Family Portrait” spots were “being phased out in favor of the [teen-targeted] ads,” be-cause “their message came through stronger” with consumers.
“Family Portrait” showed a frail matriarch exploding in anger after finding out that none of her kin had brought Coke to a family gathering.
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