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Coca-Cola welcomes consumers to the 'Coke side of life' for global campaign

LONDON - Coca-Cola has unveiled its new global advertising campaign for 2006 with the slogan, 'Welcome to the Coke side of life', as it tries to 'correct misperceptions' about the brand and increase flagging sales.

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A glimpse of the multimillion-pound campaign as work in progress was unveiled by Mary Minnick, head of Coca-Cola's global marketing, innovation and strategy at an investor meeting in New York.

The new campaign is expected to break in March and is been developed by Wieden & Kennedy to replace the current "real" campaign.

The ads have been given a 70s feel and will try and position the brand as happiness and "stubbornly positive" and match the huge success of Coca-Cola's "Always" campaign, which ended in 1999.

A corporate-branding strategy is being launched in North America at the beginning of next year during the Winter Olympics featuring the tag line "make every drop count" to promote wellness and educate consumers about the variety of its products.

A general media plan was revealed at the meeting with a voiceover reading "It's Coke through a new lens". According to Minnick, the tagline will be tailored to different varieties of the brand, including "Chill on the Coke side of life" for Coke Zero.

A broader strategy to target teenagers will be put in place with interactive media under the iCoke platform. There will also be a loyalty programme with 4bn codes on packages for consumers to collect for prizes.

In the last year alone, Coke launched more than a thousand products. But it is not stopping there. Several new products launching next year include: a coffee-flavoured soda called Coca-Cola Blak; a Tab energy drink for women; a bottled coffee called Far Coast; and black and green tea drinks called Gold Peak.

Coca-Cola, which has 80 brands in 200 countries, is developing juice drinks such as U Be and a sparkling juice Haven, which will be aimed at consumers who are seeking a healthier alternative.

It has also created sparkling versions of flavoured Dasani water and is developing a citrus-flavoured energy drink called Vault in addition to Coca-Cola Blak, which will debut next month.

As well as new products, Coca-Cola is looking at designing new carbonated and non-carbonated drinks packaging with colourful 200ml aluminium bottles.

In April, Coca-Cola blamed an 11% fall in profits in part on a rise in marketing costs, as well as a number of one-off charges and the $400m increase in adspend.

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