NATO Hires Coke Exec to Boost its Brand

Alliance hopes image makeover will prove to people it still matters
By Rob Quinn,  Newser Staff
Posted Jul 16, 2008 2:03 AM CDT
East German border guard of the Berlin wall are seen in this 1978 file picture. The end of the Cold War has left NATO struggling to redefine its mission and public image.   (AP Photo)
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(Newser) – NATO: the Real Thing? The alliance is seeking an image makeover in the face of public apathy and has hired a Coca-Cola executive to help, reports the New York Times. Support for NATO has waned in many of its 26 member nations since the end of the Cold War, and defense chiefs believe reconnecting with the public—to persuade taxpayers that NATO remains relevant—is vital to the alliance's future.

Already, officials have launched NATO TV to keep the public informed, but some think that with the Soviet threat gone, it will be a tough sell. “Brands do go to the basic purpose: What is the point of this organization," said one foreign policy expert. "NATO lost its primary rationale on the day the Warsaw Pact closed up business. It has been casting around for a different identity." Maybe Madison Avenue can help with that now.