Sprite has been a phenomenon since it first hit shelves in 1961, but until recently the brand had never had a global brand platform and its marketing had been fragmented across individual markets. That’s all changing. The Coca-Cola Company is now making a “concerted” push behind the lemon-lime drink to build a global presence and maximise its potential for the business.
The drinks giant’s core strategy for dealing with the likely challenging economic environment in 2023 will be to “lean into growth”, its CEO has said.
Coca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
The beverage giant revealed revenue was down 11% in 2020, but maintains a positive outlook for a resumption in pre-pandemic marketing investment as vaccines are rolled out globally.
Christmas is traditionally a quiet period for the travel sector but TUI is launching a festive ad to build resonance for the brand and “prime” audiences for the busy turn-of-year trading season.
Taking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
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