Coke holds public vote on ad strategy

Barns, Emma
July 2006
Campaign;7/7/2006, Issue 27, p1
Trade Publication
The article presents information about a marketing trial for the launch of Coca-Cola Co.'s Aquarius water product in Italy. As part of the trial the Italian public will be asked to choose the advertisement that the company should use to promote the brand. Paul Shearer, a partner at Nitro, along with a spokesman for Saatchi & Saatchi Milan, appeared on Italian television to present information about the advertisements for the brand. Coca-Cola has said that if the trial is successful, the technique will be used in other markets as well.


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