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Marketers are gearing up to invest hundreds of thousands of pounds in buying their own brand as online domain names, amid fears that the new URLs will provoke confusion among consumers.

From next year, the scale of the internet is set to expand significantly as more and more domain names hit the market, many are sceptical and fearful of the news.

The new positioning also marks the renewal of Coca-Cola’s media partnership with ITV1 and prime time TV ads will carry the existing “Saturday night tastes better with Coca-Cola and ITV1” tagline.

The campaign will also feature outdoor and radio activity, communicating a new strapline: “meals taste better with Coca-Cola”.

Zoe Howorth, market activation director for Coca-Cola Great Britain, says: “Celebrating the role of the Coca-Cola family at mealtimes, the activity showcases the brands as an enhancer of happiness, helping to bring families together to share precious moments.”

The TV ads were created by McCann Erickson and will run every Saturday night until the end of the year.