Coca-Cola Co. launched a new set of ads this week that promote its role as a corporate citizen and invite consumers to join the company and its bottling partners in community projects.

Print ads began running this week in several major newspapers, including USA Today and the Financial Times. A television ad was scheduled to run Thursday night during Fox's "American Idol."

One of the television spots features students opening up a locker or mailbox to find a bottle of Coca-Cola inside. The ad highlights the Coca-Cola Scholars Foundation, started in 1988.

In addition to the college scholarship program, the print ads also touch on Coke's involvement with the Boys & Girls Clubs of America and sponsorship of community sports programs.

The ads are part of an overall "Coke Side of Life" campaign launched in 2006 by the Atlanta-based company, the world's largest beverage firm.

As consumers push to learn more about the products they buy and the companies behind them, Coca-Cola needs to stress its community involvement, said Katie Bayne, senior vice president and chief marketing officer for Coca-Cola North America. Consumers want to know that Coca-Cola cares, she said.

"People are much better informed about the brands that they have loyalty to and the brands they are involved with than ever before," Bayne said.

The campaign also includes a Web site, www.cocacola.com/joinus, which asks people to join the effort. Later this year, Coca-Cola plans to add a ZIP code search where people can find out how to participate in specific projects in their area along with Coke and its bottling partners.

"We're really wanting to inspire people to make a difference and live positively in their communities," Bayne said. "This is not a short-term campaign at all."

Also, as part of the new set of advertising material, Coca-Cola has ads showing different sizes and types of Coca-Cola cans and bottles, including a new 8.5-ounce resealable aluminum bottle.

Coca-Cola is offering the aluminum bottles —- red for Coca-Cola Classic, black for Coke Zero and silver for Diet Coke —- in Atlanta and Philadelphia, Bayne said. Coke has not decided about a national rollout, but the response has been positive in the two markets, she said. "All I can say is it's going really well," Bayne said.