Coke revisits its emotional ads of the '70s

Article Abstract:

Coca-Cola is returning to a more emotional style of advertising. Coke is unveiling new commercials that will seem fresh to youth and will be familiar to baby boomers who remember "It's the Real Thing." The company is scrapping the frenetic pitches that emphasized hipness over heartstrings. The change could be attributed to the departure of Coke's flamboyant marketing czar Sergio Zyman and his succession by the more operations oriented Charlie Frenette. Coke's marketing dilemma is how to keep the brand fresh without turning off customer groups. Coke's main customer targets are moms, kids and teenagers.

Comment:

Coke revisits ads of the 70s

Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Marketing procedures, Company Personnel, Capital funds & cash flow, Slogan, Soft drinks, Coca-Cola Co. (Atlanta, Georgia)

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Compaq startles Madison Avenue by switching to DDB Needham

Article Abstract:

Compaq Computer is transferring it creative operations on its $200 million worldwide advertising account to DDB Needham. Compaq is switching to DDB Needham from Ammirati Puris Lintas of the Interpublic Group. Ammirati had the company's account for one year. Compaq has fallen behind schedule to begin a highly-anticipated advertising campaign worldwide. The campaign is believed to be greatly dependent on "visuals" rather than text.

Electronic Computer Manufacturing, Computers & Auxiliary Equip, Use of services, Advertising Agencies, New orders received, Campaigns, Geographic, Design/Copy, Compaq Computer Corp.

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BBDO wins Frito-Lay business of PepsiCo from sister Needham

Article Abstract:

Pepsi's Frito-Lay snack division consolidated ad agencies in a move that takes the business from one agency, DDB Needham, to the big sister agency, BBDO Worldwide. Also affected will be Young & Rubicam as it loses the business outside the US, and also from True North Communications, Chicago. The changes are said to be an attempt to bring more consistency to global ad campaigns for the snack giant.

Comment:

Pepsi's giant snack division is consolidating ad agencies for all foreign ad campaigns to achieve more consistency

Advertising, Snack Foods, Snack Food Manufacturing, Global Marketing, New Agency Services, Frito-Lay Inc., BBDO Worldwide Inc., True North Communications, Young & Rubicam

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