Coke considers dumping ‘Enjoy’ ad slogan

by Anna Clarke, Brand Republic 28-Feb-01

Speculation is growing that Coca-Cola is to drop its “Enjoy” advertising slogan, which was unveiled to much acclaim last year following a worldwide slump in sales.

LONDON (Brand Republic) - Speculation is growing that Coca-Cola is to drop its “Enjoy” advertising slogan, which was unveiled to much acclaim last year following a worldwide slump in sales.

According to US reports, straplines such as “Life tastes good” or “The magic within” could replace the “Enjoy” tagline in a new campaign being developed by McCann-Erickson Worldwide for Coke’s flagship soft drink brand Coca-Cola Classic.

Coca-Cola Classic accounts for more than 60% of the company’s worldwide sales and last year its unit case volumes, a key measure for financial health in the soft drink industry, grew by only 4%. The “Enjoy” sign-off was part of a crucial relaunch for Coca-Cola Classic and one that has not lived up to expectations.

Arch-rival PepsiCo is currently rolling out its ads for Pepsi-Cola using the slogan “Joy of Pepsi” and the market is still waiting for a move from Coca-Cola to counter this. Last week, Coke announced it expected to invest $300m to $500m (£207.8m to £346.3m) in profits into “strategic one-time marketing” spread across 200 markets worldwide.

Coca-Cola employs a number of creative shops alongside McCanns, including Cliff Freeman & Partners and Leo Burnett.