Coke's Black History Month spot launches 2008 African American marketing plan

(January 25, 2008) Coca-Cola launched its new Black History television commercial on BET on Monday, January 21, to coincide with the Martin Luther King Jr. holiday.  The ad is just one element in a comprehensive African-American plan for 2008 that focuses on connecting with African-American consumers.

The new ad, entitled "What Do You See?," features three African Americans who are writing modern African-American history through their accomplishments.  Professional skateboarder Kareem Campbell, businesswoman and founder of Carol’s Daughter skin care Lisa Price and producer/director Maurice Marable, who also directed the commercial, all appear in the ad which asks the question, "What do you see when you look at me?" The Carol H. Williams ad agency created the campaign.

"In ’What Do You See?,’ Coca-Cola celebrates Black History by focusing on people who have pursued their passions and are making history as a result," said Yolanda White, assistant vice president, African American Marketing, Coca-Cola North America.  "Coca-Cola believes that we all have the ability to be history makers, because every contribution is important and every victory is monumental."

The "What Do you See?" television commercial will be accompanied by radio advertisements that will air during Black History Month in six markets – Atlanta, Birmingham, Philadelphia, Detroit, Houston and Memphis.  The Company will continue its sponsorship of African American Lives with this year’s special, African American Lives 2, airing on PBS stations on February 6 and February 13. 

The special profiles 11 notable African Americans by using genealogy, oral history, family stories, and DNA science to trace their roots.  Coca-Cola will extend its Black History Month efforts to key retail customers around the country, with point of sale displays debuting in February, which feature African-American families dining together.


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