ISSN: 1391 - 0531
Sunday March 02, 2008
Vol. 42 - No 40
Financial Times  

Coke product focuses on ‘be positive and happy’

Coca-Cola Beverages Sri Lanka Ltd has launched its global advertising campaign “Coke Side of Life” (CSOL) which focuses on happiness and being positive. CSOL promotes the constructive aspects of life while emphasizing on optimism.

Basil Gadzios, Country Manager for Coca-Cola said, “Through the CSOL campaign we are trying to demonstrate the positive view on life and link it to the everyday life of the Sri Lankan consumer. Therefore, by being part of the new Coke campaign, one can champion a happy-positive culture in this island.”

Discussing the new innovative advertising campaign, Dusty Alahakoon, Country Marketing Manager for Coca-Cola said, “We think marketing campaigns should deliver value to consumers as well as companies. One example is this campaign, which was launched in most markets globally bringing in successful results, both to the brand and to the consumer. In those countries the campaign has helped the brand by endorsing its intrinsic values of the product coupled with the uplifting characteristics it promises the consumer. A detailed study was conducted to understand the current issues of our youth and how they see life in general. The need for a positive message came out strongly and the CSOL campaign was a result of this much felt need.”

Coca-Cola Sri Lanka in its unique yet very local style has enlisted some of the most celebrated and well known figures in the island to drive the CSOL campaign forward. Among them are the Bhathiya and Santhush duo; the singing sensations of this era, which are much loved by the young and the hip. The three cricket brand ambassadors of Coca-Cola namely Mahela Jayawardena, Kumar Sangakkara and Upul Tharanga will also be involved in various CSOL projects throughout the year. In addition to the brand ambassadors, Nadeeka Perera, the international award winning model is also brought in to endorse the values of the new campaign, the company said.


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