29-Oct: Singapore - Coca-Cola launched Project Romance last weekend, featuring the prime time airing of two TVCs "Same As It Ever Was" and "Share the Love" to communicate the core benefits and emotional appeal of the Coke brand.
"Same As It Ever Was", which was created by Argentine agency, Santo, traces the origins of Coca-Cola 122 years ago and centres on its "natural goodness" - it does not contain preservatives or artificial flavours.While Wieden & Kennedy Portland's "
Share the Love" shows a man on a rooftop bar using his mobile to call a friend who's in a train. The man then open's a bottle of Coke, pours it into a glass, and takes a sip - all the while letting his friend listen to these sounds of the "prefect serve" which is said to be pouring an ice-cold Coke from a glass contour bottle into a signature bell glass.
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http://www.youtube.com/watch?v=q2t-juFiDxM&feature=relatedSource: Marketing-Interactive.com