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News   - 03/31/2006

iPod inspires Coke's planned outdoor splash

When the grand old man of consumer brands, Coke, found it had lost a little of its shimmer, it turned to the latest brand sensation -- iPod -- for inspiration.

The world's biggest soft drink company, Coca-Cola Co., is set to launch its new "Welcome to the Coke side of life" advertising blitz this weekend, but only after studying a new icon, Apple Computer Inc.'s popular iPod digital music player.

Analysts said the company that taught the world to sing with "The Real Thing" in the 1970s and struck a chord with "Have a Coke and a Smile" in the early 1980s is still struggling to find a new catchphrase and imagery that will stick.

Source: Reuters    
 
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