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NEW COCA-COLA CAMPAIGN PROCLAIMS 'MINNESOTA: WE'VE GOT IT ALL'

    NEW COCA-COLA CAMPAIGN PROCLAIMS 'MINNESOTA:  WE'VE GOT IT ALL'
    ST. PAUL, Minn., Nov. 21 /PRNewswire/ -- Coca-Cola today unveiled a comprehensive statewide promotional campaign that proudly proclaims "Minnesota:  We've Got It All."
    The campaign, to begin Monday, will mark the first time Coca-Cola USA has initiated such a localized marketing effort in Minnesota or any other Super Bowl site.
    The new campaign was announced by Henry Schimberg, president and chief operating officer of Johnston Coca-Cola Bottling Group, parent company of Midwest Coca-Cola Bottling Co. of Eagan, Minn., at a briefing before travel and tourism officials.
    The "Minnesota:  We've Got It All" theme is being incorporated into television, radio, print and outdoor advertising.
    Minnesota Gov. Arne Carlson said the campaign will deliver a very upbeat message about the state to thousands of holiday and Super Bowl visitors to Minnesota and the Twin Cities.  "The campaign certainly augments our ongoing efforts to promote travel and tourism."
    "With Super Bowl XXVI, the NCAA Final Four and four other major national sporting events all coming to Minnesota within the span of one year, we feel that Minnesota truly does indeed have it all," said Schimberg.  "This campaign is designed to celebrate this remarkable achievement and the many things that are special about our great state and the people that make it so."
    Two 30-second Coca-Cola classic television commercials, filmed entirely in Minnesota over a nine-day period this fall, have been produced featuring a number of vignettes designed to deliver a panoramic look at the state.
    Scheduled to debut on Monday, one spot, "Champions," features scenes associated with all four Minnesota professional sports teams:  the Twins, Vikings, North Stars and Timberwolves -- all sponsored by Coca- Cola.  Included is the Timberwolves' mascot in action and Twins' fans waving "Homer Hankies."
    The other commercial, "Real Folks," is slated to air in early 1992 and centers on Minnesotans engaged in a variety of recreational activities.
    Among the many different scenes in the commercial is a shot of the University of Minnesota Marching Band forming an "M" on field.  The spot opens with a close-up of Karin Refsell, a soloist from the Edina High School Concert Choir, and concludes with Mary Puder, a young member of the Scandinavian Happening dance troupe.  Numerous other Minnesotans, from a group of Edina High Cheerleaders to the members of the Henry Edison Youth Hockey Association, also are included in the spot.
    Scenic views include a golden Northfield cornfield, Burntside Lake (near Ely) at dawn and a pair of geese in flight at Lac qui Parle.
    Both commercials open with a partial rendition of the song, "Hail to Minnesota," and quickly break to a new composition designed specifically for exclusive use in the Minnesota television and radio commercials.
    -0-                   11/21/91
    /CONTACT:  Bob Bertini of Coca-Cola, 404-676-5173/ CO:  Coca-Cola ST:  Minnesota IN: SU: AL -- MN008 -- 6001 11/21/91 15:00 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Nov 21, 1991
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