Cola Challenge Continues: Coke's Ivester Fails to Answer Virgin Cola's Challenge; Now Branson Challenges America To "Say Something".LOS ANGELES--(BUSINESS WIRE)--July 13, 1998--When Coke Chairman Douglas Ivester Douglas Ivester (1947-) was appointed as Chief Executive Officer of Coca-Cola Company after the death of Mr. Roberto Goizueta. He retired in February 17, 2000. Malcom Douglas Ivester was born in New Holland, Georgia. failed to respond to a challenge from Virgin Cola Virgin Cola is a carbonated cola soft drink produced by Princes limited. It was launched in 1994. History Virgin Cola was set up during the early 1990s in conjunction with Cott, a Canadian company that specialises in bottling own-label drinks. headman Richard Branson to "Say Something," Branson turned his challenge to the rest of America. In a series of television ads that start running today, average Americans and well-known personalities from the worlds of music, media, and sports are given the opportunity to stand atop the bright red Virgin Cola soapbox and say exactly what is on their minds. The unscripted un·script·ed adj. Not adhering to or in accordance with a script written beforehand: "his unscripted encounters with the press" Eleanor Clift. commentaries include some decidedly unusual TV moments, including the first-ever gay wedding featured in a commercial; poet and funk guru George Clinton; a son searching for his MIA MIA n. A member of the armed services who is reported missing following a combat mission and whose status as to injury, capture, or death is unknown. [m(issing) i(n) a(ction). father; former daredevil Evil Kneival; a gospel singer; rappers Run DMC DMC Devil May Cry (video game) DMC Detroit Medical Center DMC Darryl McDaniels (rapper) DMC Destination Management Company DMC Del Mar College (Corpus Christi, TX) ; and much more. Unorthodox, startling star·tle v. star·tled, star·tling, star·tles v.tr. 1. To cause to make a quick involuntary movement or start. 2. To alarm, frighten, or surprise suddenly. See Synonyms at frighten. and even inspirational, the Virgin Cola ads are meant to challenge presumptions by flying in the face of the endless stream of "image" ads put out by the cola giants. As Branson points out, Coke and Pepsi have spent billions in advertising over the past hundred years, but have yet actually to say something. "The `Say Something' campaign represents the philosophy of the company as well as the brand image of the cola," said Alexis Dormandy, vice-president of Virgin Cola. "We believe that consumers come first, and that their opinions count, we credit them with the intelligence that our competitors fail to recognize." Virgin Cola is the latest decidedly iconoclastic i·con·o·clast n. 1. One who attacks and seeks to overthrow traditional or popular ideas or institutions. 2. One who destroys sacred religious images. venture for British business legend Branson, who has repeatedly confounded the experts and tweaked the nose of big business while making fortunes with a record label, an airline, and a worldwide chain of pop-culture superstores. Virgin Cola was launched in the UK in November 1994 and has rapidly grown to become the UK's third largest cola brand in just over three years. When stocked side by side, Virgin Cola consistently outsells Pepsi and has the number two spot clearly within its sights. This month Virgin Cola UK enjoyed its largest share figure to date at 6.2% (figures sourced from Neilsen Retail Audit), making it the fastest growing cola in the UK. Virgin Cola Regular and Virgin Cola Diet have recently been launched in six major U.S. markets -- New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , Los Angeles, San Francisco, Washington, D.C., and Baltimore -- as the first phase of a nationwide rollout. Over the last two years, Virgin Cola Company has launched in France, South Africa, Belgium, The British Virgin Isles, the Caribbean and Switzerland, with further European launches imminent.
CONTACT: for Virgin Cola
Jeffrey Nead or Sue-Lane Wood, 415/864-2333
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