Coca-Cola consolidates marketing for namesake colas
NEW YORK (AP) - Coca-Cola, under pressure for selling sugary drinks, is unveiling a new global campaign that for the first time unites its flagship cola with diet versions.
The Atlanta company says the "Taste the Feeling" campaign will feature Coke, Diet Coke, Coke Light, Coke Zero and Coke Life, a newer version of the soda made with a mix of sugar and stevia. The effort replaces its "Open Happiness" campaign, which launched in 2009.
Coke is underscoring all of the options that it offers at a time when people are dropping soda to avoid sugar or artificial sweeteners. The new campaign arrives with Coke CEO Muhtar Kent promising to pour more money into marketing to lift sales.
In 2014, Coke spent $3.5 billion on ads, up from $3.3 billion the previous year. That reflects costs of print, radio and TV ads, but does not capture all the company's sponsorships and other marketing efforts.
Coke says the "Taste the Feeling" ads will play up the experience of drinking a Coke. An ad from the campaign released online Tuesday still featured regular Coke most prominently, with other versions making appearances.
The campaign will roll out around the world this year. It will include 10 television commercials and photographs that will be used for print advertisements, billboards, in stores and online.
Shares of Coca-Cola Co. are down 2.4 percent over the year. PepsiCo is down 3.5 percent.