"A lot of people have left the category. Also a lot of young people have not entered the category, so these ads may help Coke both recruit new, young consumers and recruit some lapsed consumers." (Beverage Digest editor John Sicher, clearly excited over the soft drink company's new marketing campaign)
An upcoming advertising effort hopes to boost soft drink sales, which had slumped with the emphasis on more expensive water brands. There's something wrong with this line of thinking...
"Coke's messages were totally unacceptable, creating an impression which is likely to mislead that Coca-Cola cannot contribute to weight gain, obesity and tooth decay." (From a statement released by the Australian Competition & Consumer Commission regarding an advertising campaign run by the Atlanta-based soft drink company. Coca-Cola's ads labeled as myths the belief that the product causes your teeth to rot, contributes to weight gain and so on. Coke admits the ads could have bee
