Coca-Cola steps out to nightspots to lift image

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

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