Coca-Cola launches campaign

JAKARTA (JP): Coca-Cola have launched a new advertising campaign called Teguk Lagi, Semangat Lagi! (drink again and be spirited again), in a bid to boost sales during the economic crisis.

Coca-Cola Indonesia's Deputy Marketing Director Titie Sadarini said on Saturday that the new campaign was developed specifically for the Indonesian market. She said that the campaign had drawn on the experience of Coca-Cola's marketing strategy in the United States during the depression of the 1930's.

"The new campaign communicates that Coca-Cola not only makes you feel physically refreshed but more importantly provides an emotional uplift which helps Indonesian consumers face the challenges of everyday life during the crisis. We are confident this new advertising campaign will enable us to strengthen our connection with consumers in 1999," Titie said.

Titie claimed that Coca-Cola's products, which were first introduced here in 1932, are currently sold in more than one million outlets throughout the country. (gis)