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Monday, Mar 11, 2002

coke adds life

"All this leaves Coke a bit dazed. The old corporate strategy -- Here's your Coke. Now drink up!'' -- is no longer viable. When Douglas Daft took over as C.E.O. from Ivester two years ago, he understood that they couldn't put their feet up in Atlanta anymore and watch as Coke Classic romped across the globe. The new approach is something more akin to ''How may we surround you with a broad range of products, one of which may happen to catch your fancy?''