|
Coca-Cola to launch bilingual ad campaign for new
"lime" soda
Written by Nelson Ortiz, Hispanicsurf.com News
March 2, 2005 -- Beginning this week, Coca-Cola with Lime will be in stores and supermarket shelves throughout the United States.
Coca-Cola with Lime will be available at retail grocery stores, convenience stores, and mass merchandise stores. The new soft drink comes in many sizes, including one-and two-litter bottles, six-and twelve-pack cans, 12-ounce cans, and 20-ounce bottles.
The launch of Coca-Cola with Lime follows the successful roll out one year ago of Diet Coke with Lime, which has become the #1 flavored diet cola in America. The launch kicks off a year of innovation for The Coca-Cola Company which will include a range of offerings across all beverage categories.
"Many people already enjoy a slice of lime with their Coca-Cola so it seemed like a natural step for our flagship brand to include a taste of lime," said Randy Ransom, senior vice president, Coca-Cola Trademark, Coca-Cola North America.
The advertising campaigns created in English and Spanish include original ads that convey the same message in different ways for the different markets. The English-language ad is a funny parody of how the product was actually created: beginning with the idea, moving on to the test lab, receiving the okay from the Company's Board, and finally reaching the consumer. The main theme clearly shows that the lime is already included in the soft drink.
The English-language ad was produced by Berlin Cameron New York, and will debut on Monday, March 7th, during the national broadcast of "American Idol." Additionally, upcoming broadcasts of the popular show will include "Lime-themed" signature Coca-Cola elements.
The advertising campaign also includes billboards, point-of-sale posters, and other printed material in English and Spanish. The design feature a sliced can of Coca-Cola revealing its lime-green contents. The message, a tempting invitation to try Coca-Cola with Lime, reads in English "Guess what it tastes like – Introducing Coca-Cola with Lime," and in Spanish "A que no
sabes… a qué sabe. Prueba Coca-Cola con Limón."
The ad targeting the Hispanic consumer emphasizes the traditional habit of people from Latin America and the Caribbean of adding lime to many of their meals and drinks.
Hispanic agency, Lapiz, produced the Spanish version of the television ad. Based on the popular tune
"Limón-Limonero" by Henry Stephen, the song's lyrics were adapted to highlight that Coca-Cola—as well as lime, food, music, and friends—is a key element of the Hispanic lifestyle.
The Spanish-language commercial will also debut March 7th during U.S. primetime Spanish-language shows.
|
|
