The first round of television spots in what will be a fully integrated, global campaign -- including digital components, promotions, properties, and new graphic treatments -- begins airing in the U.S. this weekend during broadcasts of the NCAA Final Four on CBS and American Idol on Fox. Simultaneously, outdoor and print executions will appear across the country and an extensive online campaign that features exclusive viral videos and other unique content will help dimensionalize The Coke Side of Life in the digital world.

"We live in a world where we make choices every day and The Coke Side of Life encourages people to make those choices positive ones," said Marc Mathieu, senior vice president for carbonated soft drink core brands, Marketing, Strategy and Innovation, The Coca-Cola Company. "This new campaign invites people to create their own positive reality, to be spontaneous, listen to their hearts and live in full color."

Coca-Cola has always been at its best when it reflects the simple, optimistic moments in life. The Coke Side of Life recognizes that the most universal experiences are those where Coca-Cola is refreshingly honest and uplifting.

"Since the beginning of the year, we've aired a series of ads in the U.S. that remind people of the simple reasons why they love Coca-Cola, the product," said Katie Bayne, senior vice president, Coca-Cola brands, Coca-Cola North America. "With The Coke Side of Life, we are reminding people why they love Coca-Cola, the brand. Overall, the message is that only a Coke will do because in the most basic terms, Coca-Cola is happiness in a bottle."

Through The Coke Side of Life creative strategy, the Company is using its global resources to drive a multi-media, multi-cultural platform in markets across the world. In addition to the initial group of ads and elements debuting in the U.S., more commercials and communications tools will be available for global use by summer.

"Because Coca-Cola is a global brand with local connections and meanings, The Coke Side of Life offers each country an opportunity to interpret their own moments of happiness and the brand's role in those," said Esther Lee, chief creative officer, Marketing, Strategy and Innovation, The Coca-Cola Company. "Working with markets around the world, we have collaboratively co-authored an integrated creative platform that can be adapted to fit different market needs. And we are inviting countries to add to the effort through joint global initiatives."

The new global campaign's launch is spearheaded by the US, where it will come to life via a series of events beginning March/April 2006, when the campaign will be introduced to an exclusive audience at one of New York's leading venues, Capitale. At the event, which is headlined by a special live performance by platinum-selling recording artist Ne*Yo, guests will experience first-hand the sights, sounds, and attitude of The Coke Side of Life.

In April, a broader audience will begin to experience The Coke Side of Life in Indianapolis during the NCAA Final Four when MyCokeFest marks the official launch of the platform. Featuring a line-up of top musical talent and other entertainment, the event will transform the landmark Monument Circle into a celebration of The Coke Side of Life. On the day-off from NCAA Final Four play, fans will be able to enjoy performances by Chris Brown, Collective Soul, The Wreckers featuring Michelle Branch, and Carrie Underwood. John Mellencamp will also take the stage for a special homecoming performance presented by Coca-Cola and the NCAA.

The Coke Side of Life campaign idea was created by Wieden+Kennedy, the global agency of record for brand Coca-Cola. Initial executions were developed by the agency's offices in Amsterdam and Portland and will be supplemented by additional creative from agencies in markets around the world.