Georgia seeks to revive emotional appeal

<P>Virtually unheard of outside Japan, Georgia coffee is a key ingredient in Coca-Cola's attempts to reverse a flagging global financial performance. The caffeinated drink brand is only sold in Japan, but nevertheless is a key driver of sales in a market which accounts for approximately 20 per cent of the company's annual profit.</P> <P>However, after dominating the market during the 90s, Georgia coffee is finding the going increasingly tough. </P> <P>ompetitive products can be purchased in convenience stores, leaving Georgia's vending machine model looking a little dated. </P> <P>The brand responded by shifting its focus away from salarymen towards the youth market, launching a new brand platform and marketing campaign last year - which promptly flopped. </P>