Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
The new message can be adjusted depending on the target audience and venue, according to Coca-Cola worldwide president of marketing Mary Minnick.
The
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in