January 2, 2010

Headline news

Yesterday, Coca-Cola took out a special 6-page ad in one of our national dailies. Printed in full color on thick, bright white paper stock and laid out to look like the newspaper's main page—it even had the paper's masthead! It was folded as if it truly was the headline page since it was on top of the real newspaper. And it was the second day in a row that Coke had a similar special ad. They did the same on December 31 though that only had 4 pages. It's crazy. Do newspapers in your country lend their mastheads for ads like this? At the very least, I hope Coke's headline comes true.

Coke ad laid out to look like a newspaper

25 comments:

Dina said...

Kind of strange.

I think happiness is over-rated. It is not the be-all and end-all of life (although I have nothing against it).

Me said...

ohh and daming ad...nope wala pag-goverment news paper and coca cola is allready big so i think they don´t do it here in sweden...
and if they do had ad in the news paper maliit lang not even a whole pages...
thanks for sharing this news..
interesting...

Have a good day!

Khim

Your EG Tour Guide said...

Interesting headline. ;-) I don't think Coke would be allowed to use a newspaper's title page like that here in Canada.

Julie ScottsdaleDailyPhoto.com said...

very interesting!

ρομπερτ said...

Yes, agree with you that times have changed, most of all for the usage of newspapers.
Over here in Greece one is able to buy the weekend editions of newspapers together with at least two, three DVD's, a catalogue of fashion, TV program and and and, shrinking the information to a small size, yet Happiness, I believe will be able to stand above that all.
A wonderful new and happy year for you all.

bfarr said...

Strange and expensive I would guess. Trying to boost sales?

brattcat said...

I wonder if a portion of the money spent on that ad will be contributed to the well being of the people of Manila.

George said...

I've never seen the masthead of one of our newspapers lent out like that, but I have lived mostly in small towns that wouldn't attract such ads. I also hope Coke's headline comes true.

hadv said...

I wonder how they plan to make it happen.. feed us Coke? Add more life? Coke is now owned by Coke, US.. not anymore by San Mig. So.. is that telling?? And kinda scary? Hahaha..

2010 will be a good year but not because of Coke.

Leif Hagen said...

A startling thing to see an ad on the header of the front page! They must be making a huge marketing push in the Phillipines, right?! Your comments on my blog make my day! Thanks!

Don and Krise said...

Somehow I see things the other way. I'm guessing if the Filipino people buy enough Coca-Cola it will it will be a year of happiness for their stock prices.

What an odd advertising campaign. Glad you shared it with us Hilda.

Eki said...

The headline looks good (the wish that 2010 is a happy year for every Filipino. Wonder how much it paid the newspaper to do that.

Dave-CostaRicaDailyPhoto.com said...

I have seen newspaper advertising that covers the regular paper, but never the masthead used as part of the ad. My guess is that with the economic challenges facing most newspapers today, most would accept the extra revenue that this offers.

Princess Sarah said...

Thanks Hilda for the visit. I do appreciate it, Happy new year to you and your family!

http://bacolodandbeyond.blogspot.com

Kaori said...

Wow, they're really pushing coke over there! I don't think we have that here. Sometimes they have big adds in a couple of pages inside the newspaper though :)

AB said...

I seem to remember reading that the people from the Philippines are supposed to be among the happiest and most contented. In that case, 2010 in the Philippines must be true bliss.

Vagabonde said...

This is quite surprising as I did not know Coca Cola was that aggressive in marketing. I live near Atlanta which is the headquarters for Coca Cola and there were no ads from them in my paper – I guess we drink enough coke? Have a Happy New Year.

Lois said...

I have never seen that here! My cousin works for Coca Cola in Atlanta.

Chuck Pefley said...

The Seattle Times sometimes has wrap-a-round half-sheet advertising that blends with the front page. When lifted however, you see the real front page beneath.

Well then, if Coca-Cola says it, then it must be true!

afv said...

Hahah..this isn't something new in PI. It's something rare here. Coke might have as well made their own publications instead of putting it up on ads...

the donG said...

they bring great positive vibes to the pinoy. i also noticed that they did some election related commercials.

maricar said...

that's really strange Hilda, there's no way they could do that here!

they always try to hide what's really going on there... unfortunately....

happy new year Hilda!

VP said...

I think in Italy they would sell the mastheads and the whole first page to invading aliens from outer space, if they pay well!

Andreea said...

I didn't see this happening in Romanian newspapers but that's probably because they didn't get the idea yet :) because otherwise we are surrounded by advertisement from the moment we step out of the bed.

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