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Coca-Cola unveiled a new global ad strategy on December 8. The company wants to change its image and increase profits. There is a new slogan: “Welcome to the Coke side of life.” It replaces the three-year-old “Make it real” campaign, which analysts say was unsuccessful, despite a billion dollars of advertising. Coke is returning to its roots with the new campaign. There is a strong focus on the iconic shape of the old-fashioned Coke bottle. There will also be different versions of the slogan to reflect cultural tastes and lifestyles. These will be fine-tuned to specific markets.
Coke CEO Neville Isdell said the new global ad strategy should return the company to its former glories within eighteen months. Coke’s shares have lost almost 20 percent in value under Isdell’s control. He admitted that Coke needed to be more innovative. He has created new drinks and appointed a new marketing chief, Mary Minnick, to help the global brand. She outlined three new themes to appeal to customers – enjoyment, comfort and nutrition. She said: “We want Coke brands to be…an integral part of consumers’ everyday lives.” In January, Coca-Cola Blak, a cola-coffee blend, will start Coke’s new strategy.