Coke’s local act is hard to follow

Coca-Cola executives are taking the new “think local, act local” brand strategy to heart.

President of Coca-Cola Great Britain & Ireland, Tom Long, was spotted leaving a ceremony to mark the 100th anniversary of the introduction of the fizzy drink to the UK huddled under a Diet Coke umbrella.

And former marketing director Andrew Harrison, now at Nestlé Rowntree, never missed an opportunity to drink Coca-Cola in public.

But Coca-Cola GB’s press office is not so sure about the new strategy, which evolved from the famous “Think global, act local” mantra. A few typos have crept into recent communications resulting in the cryptic strapline “Think, act local” – a clear case of the message losing its fizz.

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