Fixing The Fizz At Diet Coke

How will Coca-Cola's marketing change under marketing chief Sergio Zyman? If the Jan. 12 unveiling of an estimated $60 million campaign for Diet Coke is indicative, expect a back-to-basics tone. Look for wry, often sexy scenes of people downing Diet Coke in the midst of a hectic day, with the slogan "This is refreshment." Coke describes the new ads as more focused than last year's obtuse, New Age-ish "Taste It All" spots. A lot is on the line: Diet Coke's U.S. share is slipping.

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