TITLE

Coke: `Always' will always be mantra even if not in ads

AUTHOR(S)
Kramer, Louise
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, p54
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article suggests that the slogan Always will always be associated with Coca-Cola Co. even if it will be dropped from the company's advertising campaigns in 1999. Always will not be forever, but company CEO M. Douglas Ivester said the advertising theme likely will never lose its status as corporate mantra. Speculation has bubbled up that the theme for Coca-Cola Classic, the world's top-selling soft drink, may have run its course. Several roster agencies have pitched new advertising ideas for the brand. The marketer unveiled a wave of commercials featuring the slogan, to begin airing in the U.S. in May. There will be 14 new Always commercials in 1999.
ACCESSION #
1706933

 

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