Coca-Cola readies ‘Contour’ bottle 100th anniversary activity as part of move to global ad strategy

Coca-Cola is to launch a global campaign to mark the 100th anniversary of its Contour bottle this week, activity the soft drink giant says is indicative of the worldwide campaigns it is set to lean towards as it looks to shave $600m from its marketing outlay.

Advertisements to mark the birthday of the bottle described by Coca-Cola as “timeless” and an “enduring symbol of refreshment and happiness” were unveiled at an investors’ conference in New York Friday (20 February).

It was described by chief executive Muhtar Kent as an example of how the quality of its advertising is improving as a result of the reinvestment of savings made from tighter procurement processes and investment in “creating efficient and global campaigns.”

The company has targeted $600m in marketing savings from such changes as well as the introduction of zero-based budgeting, which requires its marketers to justify spending on all new brand activity rather than budgets being based on the previous year’s spend.

Rather than pocket the savings, Coke is reinvesting the money in media, up by double digits since the plan was introduced just over a year ago. The aim was to revive sales, which had been flagging particularly in its home US market. Some improvement has been seen recently with volume growing 1% in its latest quarter after a prolonged period of decline. 

Kent said at the conference: “Media investments take time to reach their full respect, but when we fully fund our brands with high quality marketing, we see results. It’s still early days, but we are encouraged by some initial positive signs.”

He added: “We will continue to take decisive action to gain share and drive price realization by leveraging the power of our brand, great marketing and superior commercial execution of proxy system.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here