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Coca-Cola debuts new “Coke Side of Life” advertising for the holidays

BY Tara Smith

ATLANTA Coca-Cola is kicking off the holiday festivities this year with new advertising highlighting family and friends throughout the world.

A new television ad, called “At The Table,” will make its global debut, airing during select family programming such as ESPN and ABC’s college football broadcasts during Thanksgiving weekend, and on ABC’s Nov. 30 broadcast of “The Polar Express.” The ad is the latest addition to the critically acclaimed “Coke Side of Life” campaign created by Wieden and Kennedy.

The ad builds on other recent efforts by Coca-Cola to highlight the importance of family meal time. Another new 30-second spot, titled “Around The Table,” currently is running in several local U.S. Markets and will begin airing nationally in January.

“Coca-Cola has always brought people together. Each of these ‘Coke Side of Life’ ads is about friends and families connecting and sharing,” said Katie Bayne, chief marketing officer of Coca-Cola North America. “There is now considerable research that shows the tangible benefits of sharing meals together. We understand and believe in the value of coming together—during the holidays and every day.”

The popular “Arctic Beach Party” ad will return for the 2007 holiday season, as well. Over the years, the Coca-Cola polar bears have come to represent the fun and togetherness that friends and family share, especially during the holiday season. In addition to the Coca-Cola polar bears reappearance for the holidays, the famous Coca-Cola Sundblom Santa will begin appearing in out-of-home advertising in cities around the U.S. this week.

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Emerald snack food brand wins award

BY Adam Kraemer

STOCKTON, Calif. Diamond foods’ Emerald brand has received a prestigious award for its product innovation, creativity in merchandising, marketing, promotion and consumer insights during 2007.

Progressive Grocer magazine honored Emerald with a Category Advisor award in the Salty Snacks category. This award is bestowed on companies with outstanding products, marketing and sales in their respective categories. Companies were judged in the areas of innovation, ability to successfully introduce new products, merchandising and promotional strategies. Other criteria included quantitative and qualitative evidence of the positive results of their efforts, both for retailers and the total category as a whole.

The current ad campaign, which included a Super Bowl spot, advertized Emerald almonds as an antidote to sleepiness, and featured the late Robert Goulet. “We’re honored to receive this award for the second year in a row,” said Andrew Burke, senior vice president of marketing, Diamond Foods. “We’re committed to partnering with retailers to drive innovation and category growth in the Snack Nut category behind the Emerald brand.”

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Hershey’s Arline to retire after 26 years

BY Allison Cerra

HERSHEY, Pa. Hershey Co. senior vice president and chief people officer, Marcella Arline, announced she will be retiring after 26 years of service, the company said Friday.

Arline will continue in her role during the transition to assist David J. West, President; the management team; and the board of directors.

“Throughout her career, Marcella has shown an unmatched dedication to the community, the company and, most importantly, the people of Hershey,” said Richard Lenny, chairman and chief executive officer. “Her leadership has had a tremendous impact across the company, in manufacturing, quality and regulatory compliance and human resources. Marcella has led the development of our employees and leaders and has been instrumental in building our superior organization. Her energy, judgment and commitment will be greatly missed.”

Arline considered retiring under the company’s 2005 early retirement plan. She agreed to remain with the company to help lead several initiatives, including Hershey’s global expansion, recruitment and leadership development, and planning and implementation of the Global Supply Chain Transformation.

Arline was appointed to be the company’s senior vice president and chief people officer in 2004 and was responsible for human resources, corporate communications, compensation, benefits, security, flight operations and facilities management for the Corporation.

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