Coke says sales of Georgia coffee, launched in 1985, have been flat, and the average age of buyers has moved into the mid-40s. Coca-Cola Japan President Daniel Sayre said at a news conference Tuesday that No. 1-ranked Georgia, which has a 34 percent share of a 700 billion yen a year market, has fierce competitors. The coffee market is so big in Japan, and so lucrative, many companies want a piece of the action - not unlike the men in the ad. The ad will, Coke officials hope, put some pep in the step of Japan's young males who have come to age during what has been about 20-year lackluster economy-- and entice them to buy more coffee.
The Coke commercial is now airing on Japanese television.
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