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SBD/11/Sponsorships Advertising Marketing
COCA-COLA TO USE GRAFFITI- LIKE LOGO FOR CHERRY COKE
Published November 11, 1994
"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).