Starbucks & Coke

A couple of stories from AdAge in my email today:

CHICAGO (AdAge.com) -- Starbucks' campaign to promote volunteerism (and store traffic) got a huge bump today from no less than Oprah Winfrey -- and by extension, Barack Obama.

Starbucks' 'I'm In' spot is set to air on CNN, and CNN Headline News, as well as a variety of NBC platforms.

The talk-show host talked up the java giant's "I'm In" campaign, which encourages consumers to pledge five hours of community service before the end of the year. Those who commit to doing so at Starbucks between now and Sunday will be rewarded with a free coffee. READ THE REST



NEW YORK (AdAge.com) -- After less than three years, Coca-Cola is bidding adieu to the "Coke side of life."

Key marketing executives traveled to New York to unveil the campaign's successor, "Open happiness," which is rolling out across a variety of media this week. The first TV spot, "Two Guys," is set to break tonight during "American Idol."

Coke's 'Two Guys' spot is the marketer's first in its 'Open happiness' campaign.

Additional spots will roll out during next week's "American Idol," the Super Bowl and Academy Awards in the U.S. The campaign will touch some 200 markets globally, with rollouts staged throughout the first half of the year. "Open happiness" will encompass TV, outdoor, print and digital advertising, as well as point-of-sale materials.

The new campaign has both a high-minded purpose -- remind consumers of simple pleasures -- and a more practical one. Executives said "Coke side of life" proved difficult to translate across global markets and didn't provide a clear call to action. They expect "Open happiness" to remedy that.

"[We're] evolving our 'Coke side of life' communications campaign by including a stronger call to action in the tagline and also including a tighter overall strategic framework for the campaign," said Joe Tripodi, chief marketing and commercial officer. READ THE REST

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