Coke hits youth market with `Real Cola Taste’

Coca-Cola Canada is renewing its focus on the youth market with a new campaign for Coca-Cola Classic, launched April 10.The English version of the campaign challenges teens to 'Experience the Real Cola Taste.' In Quebec,, the tag line is 'Ca Goute...

Coca-Cola Canada is renewing its focus on the youth market with a new campaign for Coca-Cola Classic, launched April 10.

The English version of the campaign challenges teens to ‘Experience the Real Cola Taste.’ In Quebec,, the tag line is ‘Ca Goute Vrai.’

‘Real Cola Taste’ will likely be the line Coke uses internationally.

The new made-in-Canada creative, developed by McCann-Erickson of Toronto and Marketel of Montreal, is distinct from the concurrent u.s. advertising, although both campaigns prominently feature trademark Coke’s contoured bottle

The marketing program has three components: point-of-purchase, a consumer promotion and three 30-sec. tv spots.

Two 30-spots are now on-air.

A third, entitled is scheduled to start in May.

Credits go to: Stephen Blair, creative director; Lara Palmer, art director; and Andrew Anthony, copywriter.

The commercials were produced by The Partners’ Film Company. PS