The Hindu Business Line : Coke plans ad on product safety

First it was PepsiCo, and now it is Coca-Cola that is all set to go on air with its new television campaign to soften the impact of the recent pesticide in soft drinks controversy. In the next three to four days, it is set to unleash ads that will endorse the safety of the product. Informed sources in the sector said that the ad campaign is being created by McCann Erickson and, unlike Pepsi, will not feature its CEO. "The advertisement could use a celebrity," said the source, but refused to clarify whether the celebrity would be an actor from the Hindi film industry or a sports personality. The Cola majors have been embroiled in the pesticide controversy for the past couple of months. Coca- Cola broke its silence to the media and the public a few weeks ago with the issue of a print advertisement that had a London-based laboratory vouching for the product's safety. It is the second time in the last three years that both the cola majors have been accused of serving soft drinks that have pesticide levels much higher than the prescribed limits.

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