Newspaper Industry Praises Coca-Cola Japan’s Corporate Ad Campaign
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September 29, 2006 edition
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Coca-Cola Japan's "Refreshing Person to Person, Coca-Cola" corporate advertisement series was honored in the "Advertiser Planning" category of the 26th "Newspaper Advertising Awards." The Japan Newspaper Publishers & Editors Association will present the awards during an October 20 ceremony in Tokyo.
The series of five ads -- published in national and local newspapers between August 2005 and July 2006 -- sparked a dialogue with key stakeholders about our corporate image.
The initial "Declaration" summarized the Coca-Cola system's vision and solicited opinions from consumers. The second ad, called "Dialogue," featured questions and comments submitted by approximately 10,000 readers. In the third spot, the Company announced "10 Promises" on initiatives it planned to launch in response to consumer feedback.
The fourth installment showcased the "Coca-Cola FIFA World Cup Junior Goodwill Ambassadors" initiative, and the final spot, "Learn from the Forest," communicated our system's water conservation efforts throughout Japan.
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