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The opening of a new ad campaign designed to attract the African American community to The Coca-Cola Company (NYSE:KO) products will be unveiled during Sunday's Super Bowl. Titled Timeline: Especially Today, the ads will honor historically important achievements by African Americans, as well as the key role they continue to play in our country's success. While they haven't explicitly tied the ads to Black History Month, the timing seems obvious. These ads are part of a campaign that will continue throughout the balance of 2007.
In 2000, Coca-Cola settled a race discrimination lawsuit for what was, at that time, a record $192 million for charges of inequitable pay, promotions and performance reviews. Since then, they have aggressively pursued a more positive image in the black community with support for programs and facilities such as The National Underground Railroad Freedom Center, The Apollo Theater Foundation, and Art of Harmony.
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