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Sources: Coke’s New Tag Is ‘Real’

NEW YORK—The tagline on ads for Coca-Cola’s Coke Classic that are in development for 2003 is “Real,” sources said. WPP Group’s Berlin Cameron/Red Cell is the lead creative agency for the campaign, working with Interpublic Group’s McCann-Erickson. The latter agency produced brand Coke’s last major campaign, “Life tastes good,” which ran from April to September 2001. Last summer, Berlin Cameron presented the Atlanta client with a strategy that suggested Coke shift its positioning from refreshment to “real,” sources said [Adweek, Sept.