Coke Pulls Burnett's 'Pop-Top' Spots, Replacements Eye 'Optimistic' Tone - Coca-Cola replaces Leo Burnett marketing campaign - Brief Article

Brandweek, June 11, 2001 by Kathleen Sampey

Coca-Cola has yanked off the air three of four "pop-top" summer promotional spots created by Leo Burnett, after deciding they were out of step with the overall brand strategy.

Replacement spots from IPG's McCann-Erickson break this week, with two more spots rolling out later this month, a Coke rep confirmed.

Burnett's ads broke in mid-May and were scheduled to run through July 31, the height of the summer selling season when bottlers depend on the biggest surge in volume.

Tagged, "Why not you, why not now?" two of those spots showed young adult consumers winning the prizes offered in the promotion, such as $1 million in cash.

Another spot showed a family winning a Florida vacation, and the fourth featured the chance to win an on-set visit to the taping of video by pop singer Christina Aguilera.

Coke confirmed that the only Burnett spot to remain on air is the one featuring the Latina pop star, but declined to discuss why the others were pulled.

The new work also carries the "Life tastes good tagline" in keeping with the Coke Classic campaign McCann and its Amster Yard unit unveiled in April, sources said.

Sources said former Coke CEO Don Keough, who remains a top Coke advisor encouraged Coke CEO Doug Daft to yank the Burnett ads because the characters were not in keeping with the "aspirational" appeal of brand Coke. "The characters did not properly portray the Coke drinker," said a source.

McCann's pop-top work "builds a stronger connection" to the "Life tastes good" campaign, a client rep said. In addition, McCann's work contains a call to action about the contest, saying that "time is running out."

The IPG strategy is to show people's day-to-day experience and where the product creates a common bond and to emphasize everyday optimism (Adweek, Feb. 26).

Burnett began working on the promo assignment last year, before IPG was tapped to develop an overall brand strategy in December.

Officials at Burnett and McCann referred calls to the client.