COCA-COLA REVAMPS, RELAUNCHES CHERRY COKE
By Adnews Staff
Toronto-based Coca-Cola Canada is taking another kick at the can with the re-launch of its Cherry Cola brand in Eastern Canada. The company has sold the soft drink in Canada on and off since 1985, but the brand couldn't get off the ground. This time, Coca-Cola has reformulated Cherry Cola and is targeting it to teenagers. The brand will be promoted using two TV ads: one features a young man riding an Ostrich through an upscale department store while the other introduces an unusual sport called body fishing. The ads were created by Cliff Freeman & Partners of New York. Cossette Communication-Marketing of Toronto localized the ads for Canada and Optimedia Canada of Toronto did the media buy. A cinema spot created by Cliff Freeman will be launched in September, while a radio spot created by Cossette will be introduced in July. Optimum Public Relations of Toronto is doing PR. In addition, Coca-Cola has refurbished ambulances, covering them with Cherry Coke graffiti. The vans will travel to local events across Eastern Canada from March to September, handing out samples of the drink. Coca-Cola of Atlanta put the new Cherry Cola brand on the U.S. market in early January.