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COCA-COLA TO LAUNCH FIRST WISCONSIN-SPECIFIC INITIATIVE

 COCA-COLA TO LAUNCH FIRST WISCONSIN-SPECIFIC INITIATIVE
 "Wisconsin Proud Spoken Here" Celebrates State Pride
 MILWAUKEE, May 11 /PRNewswire/ -- Coca-Cola USA is launching its first comprehensive Wisconsin marketing initiative today with the help of an affable route truck driver.
 The unprecedented campaign from Coca-Cola classic will be highlighted with a series of humorous radio spots featuring the "well- traveled" spokesperson. The initiative also will encompass extensive outdoor, print and in-store advertising with the theme: "Wisconsin Proud Spoken Here."
 As many as 10 different radio spots are scheduled to air this year, featuring Kyle, a fictitious Coca-Cola truck driver who takes a tour throughout the state to discover what "Wisconsin Proud" is all about.
 The radio campaign will debut initially in Milwaukee, Green Bay and Madison. Other communities will be added later this year.
 "When asked by outsiders, Badger State residents usually say they are from Wisconsin, rather than citing a particular community. This is indicative of the strong sense of common identity and pride Wisconsin residents share," said Pierre Ferrari, senior vice president, Marketing, Coca-Cola USA.
 "The 'Wisconsin Proud Spoken Here' campaign is designed to capture this spirit, speaking to Wisconsinites in a contemporary way that has local meaning, relevance and impact.
 "The radio commercials reinforce the idea that the things that make Wisconsin great are real, like genuine, easy-going people and Coca-Cola classic," Ferrari said. "Each spot ends by encouraging listeners to keep 'an eye out' for Kyle in their hometown."
 Elements highlighted in the radio spots include references to music festivals, food (brats and cheese, of course), sports teams, and outdoor and participatory activities such as fishing and bowling.
 In the introductory spot, Kyle interviews his little sister and her friends to find out what "Wisconsin Proud" means to the Class of '92.
 Other ads find Kyle in "the cheap seats" at a Brewers' game, at the University of Wisconsin-Madison and in a host of towns with unusual names.
 Additional ads will be added later, corresponding perhaps to major Wisconsin special events.
 The new campaign is an extension of the "Wisconsin Proud" theme first introduced in Milwaukee by the Coca-Colai?ng Co. of Wisconsin in 1989. The previous effort, centered primarily on billboard and truck-back signs, featured a logo that displays the words "Wisconsin Proud" and the Coca-Cola classic logo within the outline of the state. The new logo incorporates the words "Spoken Here" in black, located below the state.
 Prominent billboard locations will include Milwaukee County Stadium and along Interstate 94 in downtown Milwaukee. The logo also will be used on packaging, banners and point-of-sale merchandise.
 -0- 5/11/92
 /CONTACT: Bob Bertini of Coca-Cola USA, 404-676-5173/ CO: Coca-Cola USA ST: Minnesota IN: FOD SU:


AL -- MN010 -- 8583 05/11/92 11:25 EDT
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Publication:PR Newswire
Date:May 11, 1992
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