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... the toothy grins, minus the gooey sentiment.” Coke has always marketed itself as ‘the real thing.’ Thus, its current strategy is to focus on its ‘realistic’ image, and rather than to recreate itself anew, to stress the values that its company is believed to stand for. (Garfield, 2003) Coke is ‘real’ in comparison to Pepsi, these new ads suggest, as Coke’s slogan of ‘realness’ has always suggested.
However, Coke’s strategy is not completely analogous to Duracell, as the ads make use of many celebrities whom do not possess a very ‘real’ image at all, such as Cindy Crawford. Coke’s new advertising strategy ...

... style. After all, soda remains a luxury brand product, in comparison to a relative necessity such as a long-lasting AA battery.
Bibliography
Garfield, Bob. “As Unreal as it Gets: Coke's New 'Real' Campaign. Obscure Allusions, Weird Contradictions, Inadequate Product Focus.” Advertising Times. January 13, 2003.


Neff, Jeff. “Gillette to cut price on Duracell.” Advertising Times. January 13, 2003.

...

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