Coke Pays $1 Mil. for Tag

Coca-Cola’s Cana dian division has agreed to pay nearly $1 million to Parmalat Can ada to gain sole custody of the line “Life tastes good,” sources said.

Coke has featured the tagline in a global ad campaign that broke in late April. The work began running in Canada in June.

Parmalat Can ada, however, has been using “Life tastes good” in ads for its Lactantia butter brand since September 2000.

Coke conducted a trademark search in January 2001, and “Life tastes good” did not turn up, said Wendy Kubota, a Coca-Cola Ltd. representative in Toronto.

Coke was awarded the trademark for the line in Canada this month.

“Coca-Cola and Parmalat are work ing together and discussions have been open and friendly,” said Kubota, who declined further comment. “The nature of our agreement is confidential,” she said.

One source said the agreement al lows Parmalat’s Lac tantia to con tinue using the line in Can ada through June 2002.

Officials at Parmalat Canada, based in Toronto, could not be reached at press time.

Coke’s “Life tastes good” campaign was created by McCann-Erickson and its Amster Yard subsidiary.

Kubota said another Coke agency in Canada notified Coca-Cola Ltd. officials early this year that the line was already in use. That’s when Ed Shartar, div ision president and CEO, ini ti ated dis cussions with Parmalat officials.