Coca-Cola Introduces ‘Real’ Marketing Platform.

The Coca-Cola Company announced a new marketing platform for brand Coca-Cola, which reflects genuine, authentic moments in life and the natural role the brand plays in them.

The platform “Coca-Cola … Real” will be integrated across all of brand Coca-Cola’s marketing initiatives and properties — launching in the United States and rolling out in numerous markets around the world throughout 2003. Executions of the “Coca-Cola … Real” platform will vary in different parts of the world to ensure local relevance and connection.

“Consumers today are telling us they want brands that are genuine, authentic and real,” said Chris Lowe, Chief Marketing Officer, Coca-Cola North America. “And these are values they associate more strongly with Coca-Cola than any other brand. Authenticity, originality and ‘real’ refreshment are part of our heritage, and what the brand has always stood for.

“That’s why ‘real’ is such relevant, natural turf for Coca-Cola,” said Lowe. “This platform expresses those values in a contemporary way.” The integrated platform launch includes a new advertising campaign, strong music and digital components, promotions, properties, one-to-one marketing initiatives, and new packaging and graphics.

The advertising component of the “Coca-Cola … Real” marketing platform features television, radio, print, online, cinema and outdoor executions. Television advertising will debut January 13 during the Coca-Cola-sponsored American Music Awards (AMA) on ABC.

The various spots, from a situation illustrating the real joys of having a roommate to a slightly embarrassing moment for a well-known actress, all capture moments in which “being real” and the real refreshment of Coca-Cola come together.

“These ads convey what consumers told us it means to ‘be real’ — being true to yourself, plugging in to life and connecting with others, with a natural optimism,” said Esther Lee, Chief Creative Officer, Coca-Cola North America. “Creatively, the upbeat tone of the campaign reflects the heart, fun and desire that are core characteristics of Coca-Cola.”

Coca-Cola’s new visual identity is integrated throughout the campaign. Each spot features the use of the contemporized Dynamic Ribbon, the authentic Coca-Cola Spencerian script, and the power and passion of Coca-Cola red. “Coca-Cola … Real” ads include appearances by R&B singer Mya and hip-hop artist Common; actors Penelope Cruz, Courtney Cox Arquette and David Arquette; late night talk-show host Craig Kilborn; boxing great Muhammad Ali; world-class cyclist Lance Armstrong; and members of the Coca-Cola NASCAR Racing Family, including Winston Cup champion Tony Stewart.

“It was important for us to involve celebrities who are genuine, who really connect with others and, most importantly, are comfortable with being themselves,” said Lee. “The spots feature them in real situations, enjoying life and Coca-Cola in their own unique and personal way.”

More than a dozen television ads, and multiple print and radio executions are scheduled to appear during the first quarter of 2003, including African-American and Hispanic-focused spots, as well as ads tailored to support Coca-Cola’s sponsorship of NASCAR and the NCAA properties.

Music plays a prominent role in the new campaign. “Young people are passionate about music, and we’re keeping it ‘real’ by featuring music that is artistically credible,” said Lee.

The launch music featured in the campaign includes Mya and Common collaborating to perform the signature music “Real Compared To What,” based on the 1960s jazz song “Compared To What.” The new music, with lyrics by Common, will make its online debut today on http://www.Cokemusic.com. An extended version of the song will be included on Mya’s upcoming album.

“Real” also will be integrated throughout the Company’s partnership with the AMA, which includes sponsorship of the AMA Radio Network — a network of stations in nearly 20 major markets — and the Coca-Cola New Music Award, a competition that features up-and-coming bands and artists. The New Music Award winner will perform — after being introduced by Mya and Common — on the January 13 AMA telecast. The performance will be immediately followed by the network broadcast debut of the 90-second version of the Mya and Common “Real Compared To What” commercial.

Additionally, in collaboration with Universal Music Group (UMG), Coca-Cola will bring some of the best new music to the radio airwaves through a program called “Coke FM.” The 60-second radio spots will feature a variety of music performed by UMG artists and will be “hosted” by prominent personalities in the music business, such as La-La, host of MTV’s Direct Effect; Abby Gennet of MTV2’s Rock Countdown; and Katie Cook, co-host of CMT’s Most Wanted Live. Coca-Cola’s online marketing is headlined by an MSN homepage redesign with Coca-Cola colors and background, and weeklong, exclusive behind-the-scenes clips of the new campaign and advertising locations on AOL and MTV.com. The “Coca-Cola … Real” general-market advertising for North America was produced through a collaborative effort between WPP’s Berlin Cameron and IPG’s McCann-Erickson. Burrell Communications Group created the African-American advertising and Lapiz produced the Hispanic creative.