|Is It "Always Coca-Cola?" Coca-Cola Tries To Ensure It Is.|
|Key Words||Prices, profit, volume, consumers, money, unique features, ads|
Coke is in the midst of raising its prices. Like Pepsi, it is hoping that profit will increase even if volume decreases. Much depends on whether consumers switch from coca-cola to other soft drinks such as teas, fruit drinks, sports beverages, and water.
It is therefore willing to spend more money on advertising to retain customers. It is replacing its slogan of "Always Coca-Cola" with "Coca-Cola – Enjoy." The campaign highlights the unique features of Coke, such as the flavor, the spice, the aroma, and the bottle. The intent is to stress the usefulness of coke in refreshing consumers and in creating fun and good times. Consequently, the ads feature bubbles and fizzing energy. Some also recall good times in days gone by. The jingle is catchy, and is played in at least 19 musical genres from urban/Latino/rap to country/traditional.
(Updated March 1, 2000)
|Source||Stuart Elliott and Constance L. Hays, "Advertising: A revamped pitch for Coke will pave the way for higher prices," The New York Times, January 13, 2000.|
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