Coke set for Hollywood with "Real" drive

- Last updated on GMT

Related tags: Advertising, Coca-cola

Coca-Cola is to use Hollywood stars including Penelope Cruz, Courtney Cox and David Arquette in a bid to reinvigorate its main Coke brand.The global...

Coca-Cola is to use Hollywood stars including Penelope Cruz, Courtney Cox and David Arquette in a bid to reinvigorate its main Coke brand.

The global marketing programme - launched initially in the US - is aimed at engaging younger consumers and will use the tagline "Real".

It will encompass more than the standard television, radio and print adverts. The Real campaign will include an updated logo, new packaging, more sporting event sponsorships and the launch of a new website.

"We missed opportunities in previous campaigns," said Chris Lowe, head of marketing for North America, "It can't be about a couple of ads anymore."

Since scrapping its "Life Tastes Good" campaign in 2001, Coke, the world's biggest global brand, has been without a uniform marketing campaign and the brand has suffered from sluggish sales in the US.

Coke, Diet Coke and its flavoured variants, account for 60 per cent of the company's total volumes. The Real campaign will be rolled out globally in the next few months.

Arch rival Pepsi is seen to have taken the lead in attracting younger consumers, hiring pop singers such as Britney Spears and a string of footballers including David Beckham, Rivaldo and Roberto Carlos.

Related topics: Soft & Hot Drinks

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