SBD/11/Sponsorships Advertising Marketing

COCA-COLA TO USE GRAFFITI- LIKE LOGO FOR CHERRY COKE

     "For the first time in Coca-Cola Co.'s history, it has
abandoned the use of its trademark Spencerian script for a Coke-
branded product in an attempt to capture the attention of
teenagers -- and grab market share from archrival PepsiCo Inc."
A new "graffiti-inspired" logo has been designed to boost sales
of Cherry Coke "while at the same time distance" the product from
Coke's "flagship brand" (Sally Goll, WALL STREET JOURNAL, 11/11).
In other news, Coca-Cola announced yesterday that it had invested
$150M to expand production of its Fruitopia beverage division and
would introduce a new "lower-calorie line of Fruitopia flavors as
well."  (Glenn Collins, N.Y. TIMES, 11/11).
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Related Topics:

Coca-Cola, PepsiCo

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