Marketing: Coke's New Image

For months, the gossip fizzed through the ad world: "Coca-Cola is changing. Coke will have a completely new look." It was no idle rumor. Lippincott & Margulies, the Manhattan design consultants, were hard at work on a multimillion-dollar project intended to refurbish Coca-Cola's image. Says Walter Margulies: "The whole thing has been more secret than the work we did with Admiral Rickover on the Nautilus." Now it is finished, and the company has told the world to prepare for "the most massive change in the graphics of a product that has ever...

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