Edge Fills Coca-Cola's Summer Pool

Coca-Cola Co. adds equal doses of animated humor and pathos to its 6-year-old “Always Coca-Cola” campaign in 11 new spots from Edge Creative, targeting narrow audience segments.
Spots continue to rely heavily on animated characters and special effects–from sassy jitterbug dancers coming to life on a billboard to talking birds awaiting their daily feeding–all celebrating the trademark icons and ubiquity of Coke Classic.
The ads, which target core customers such as kids, moms and teens, are the first from the Atlanta soft drink giant since the May 1 arrival of chief marketing officer Charles Frenette, following the exit of the talented yet volatile Sergio Zyman.
Despite speculation of a shift in marketing direction under Frenette, the ads stay close to the Coke model of setting “firm strategies with flexible frameworks,” said a representative.