Print ads in the campaign are expected to make their debut next week, and new TV commercials are expected to air in coming weeks, including during the Super Bowl, these people say, though the commercials are still being finalized. One spot, called "Heist," scheduled to run during the big game, will feature cute critters in a park absconding with people's Cokes, they say.
The campaign grew out of a six-month initiative dubbed "Project Next," which was spearheaded by Coke's new chief executive, Muhtar Kent, and Joe Tripodi, the company's global chief marketing officer. Both executives are seeking to make their mark on the 123-year-old brand.
Wall Street Journal
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