Coke Unveils Global Strategy

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NEW YORK Coca-Cola unveiled a new global tagline, “Welcome to the Coke side of life,” at its year-end presentation to analysts and investors held at the Hudson Theater here today.

That line will grace a campaign by the Amsterdam office of independent Wieden + Kennedy that breaks in March. It supplants the nearly three-year-old “Real” positioning, which became “Make it real” this year for Coke Classic in the U.S.

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