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Coca-Cola ad legacy gets help from IBM

Coca-Cola ad legacy gets help from IBM

The Coca-Cola has chosen IBM to build a digital asset management system to store images of thousands of Coca-Cola advertisements from the last century in a searchable electronic archive that can be used by the company, IBM said today.

The archive will bring together more than 9,000 still images, 7,000 scanned documents and a company library of more than 24,000 ads. The project will make all of the advertising created during the company's history available to 26,000 worldwide associates online for use in corporate research and in future ad campaigns.

IBM is using IBM Content Manager and Lotus Notes to create the archive of Atlanta-based Coke's major collections of print, TV and radio ads, along with photos and other artifacts.

The archive project grew out of the company's desire to save its electronic history for the ages. The IBM-built system will allow Coca-Cola to save its past text ads, still images and video in an integrated digital archival library that can grow as the company's needs grow. Included will be search tools for storing, updating, managing and disseminating the historical records online, including many of Coke's most famous marketing and advertising icons, from Norman Rockwell's Americana imagery to the famous "I'd like to Buy the World a Coke" jingle.

Last month, the Library of Congress launched its own digital archive project to capture the Internet as it was on the day of the September 11 attacks in the US, to maintain a historic record. Similar archiving projects are being undertaken at other companies, such as Procter & Gamble, which has been saving its digital records since 1994 to maintain its corporate legacy.


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