Coca-Cola steps out to nightspots to lift image

<p>SINGAPORE: Coca-Cola has linked its brand with Singapore's music </p><p>and nightclub scene in its latest advertising and promotions drive to </p><p>lift its image, particularly among young opinion leaders. </p><p><BR><BR> </p><p>Its new television, radio and print advertising, created by </p><p>McCann-Erickson, features fledgling Singaporean music band Urban </p><p>Xchange. The advertising marks a break from the glitzy overseas ad </p><p>campaigns of the past, said the agency. </p><p><BR><BR> </p><p>Urban Xchange has a recording contract with EMI but the band was </p><p>recently discovered by Coke after a series of auditions. </p><p><BR><BR> </p><p>Coca-Cola marketers chose to steer clear of using pop stars or </p><p>celebrities because they wanted consumers to see Coke as being more </p><p>genuine than other cola brands. </p><p><BR><BR> </p><p>Darren Marshall, F&N Coca-Cola region marketing director, said it is </p><p>less effective to use celebrities these days because consumers know </p><p>their endorsement is paid for, which reduces a campaign's </p><p>credibility. </p><p><BR><BR> </p><p>The eight-member Urban Xchange band had been chosen because they looked </p><p>and sounded real, said Marshall. "They have a unique sound and are </p><p>really passionate about what they're doing," he added. </p><p><BR><BR> </p><p>To reach light television viewers, Coke is moving beyond mainstream </p><p>media, with a youth portal, created by Media Arts, launching </p><p>shortly. </p><p><BR><BR> </p><p>Promotional activity includes a competition in June giving consumers the </p><p>chance to win a holiday and tickets to any music event in the world. </p><p><BR><BR> </p><p>Coke is also building a presence in HMV stores and popular Singapore </p><p>nightclubs. Marshall said clubs represented a small proportion of sales </p><p>but having a presence there would help build the brand's image. To </p><p>achieve this, Coke will be staging events and introducing the </p><p>distinctive Coke Georgia Green bottle at select venues. </p><p><BR><BR> </p>