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Coke and Pepsi moving beyond the good times

Ad tactics shift with TV-watching habits

Diet Coke’s “Stay Extraordinary’’ (above) and Pepsi’s “Refresh Project’’ are unlike their television ad campaigns of the past. Audiences are looking beyond clever jingles and ad-speak. Diet Coke’s “Stay Extraordinary’’ (above) and Pepsi’s “Refresh Project’’ are unlike their television ad campaigns of the past. Audiences are looking beyond clever jingles and ad-speak. (Coca-Cola)
By Brian Steinberg
Globe Correspondent / April 20, 2010

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Coke and Pepsi ads used to be all about fun times, summer picnics, and refreshment with taglines like “Coke is it!’’ and “The choice of a new generation.’’ Now, many of them instead urge consumers to do good, help others, and watch what they eat. (Full article: 877 words)

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