The campaign, ‘Welcome to the Coke Side of Life’, made its debut during American Idol and will focus on reviving the brand. As part of the new campaign, the company is promoting a website, www.stageside.tv, which encourages visitors to download and share an interview with R&B star Ne-Yo.
Coke plans to involve other artists in its brand-building campaign. The website ties in with MyCokeFest, a concert featuring Chris Brown and Collective Soul. I don’t know that we’re the absolute edge, but we want to be a leader, said Coke spokeswoman Susan McDermott.
Coke is attempting to revive slowing sales of its flagship drink, which is losing out to higher growth products such as fruit beverages and sports drinks. The aim of the campaign is to position Coke as a way of life, reflecting the simple, optimistic moments in life, the company said.
Coca-Cola brands senior vice president for North America, Katie Bayne, said: With The Coke Side of Life, we are reminding people why they love Coca-Cola, the brand. Overall, the message is that only a Coke will do because in the most basic terms, Coca-Cola is happiness in a bottle.
