Coca-Cola: ‘Staying with the consumer’ has been crucial to combating inflation
Niamh CarrollCoca-Cola’s marketing has become much more digital, which is helping to attract previously hard-to-get consumers to its brands, CEO James Quincey claimed.
Coca-Cola’s marketing SVP on staying ‘fresh’ after 25 years with the business
Niamh CarrollThe Coca-Cola Company’s Javier Meza says the calibre of marketing talent in the business means he is ‘constantly learning’, despite having been at the company since 1998.
Coca-Cola on its plans to grow in the alcoholic ready-to-drink market
Niamh CarrollDespite mixed results from its expansion into the UK’s alcoholic market so far, The Coca-Cola Company believes there remains an opportunity to seize, starting with its new partnership with Jack Daniel’s.
Fanta revamps logo with launch of first-ever global identity
Michaela JeffersonAfter making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Coca-Cola’s insights director: Marketers are often too ‘in the weeds’ to act strategically
Niamh CarrollBrands must ensure marketers have time to use both data and human insight to build out a long-term strategy, research bosses at Coca-Cola and Philips argued on a panel today.
Why Coca-Cola is making a ‘unified’ global push behind the Sprite brand
Niamh CarrollDespite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.
Coca-Cola promises to be ‘fast and adaptable’ with marketing spend amid economic uncertainty
Niamh CarrollCoca-Cola plans to drive both affordability and premiumisation to cater to different consumer needs and create growth in a ‘dynamic’ macroeconomic environment.
Data reveals Lilt’s struggling brand health as the soft drink rebrands as Fanta
Michaela JeffersonAccording to YouGov’s BrandIndex, Fanta’s brand was superior to Lilt’s on all key measures in 2022.
How three brands achieved creative effectiveness in regional news brands
Michaela JeffersonCoca-Cola, Cumbria University and Edinburgh Zoo were the most creatively effective regional press ads over the closing months of 2022, according to Kantar’s ‘The Works’ study.
Coca-Cola drops Christmas brand campaign to focus on ‘Holidays are Coming’
Niamh CarrollThe drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Coca-Cola ‘significantly’ ups marketing spend in preparation for ‘dynamic’ 2023
Niamh CarrollThe 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.
Why Diet Coke’s ‘ultimate goal’ is connecting with loyal customers
Niamh CarrollDiet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.
Coca-Cola ups marketing spend to ‘earn’ higher prices
Molly InnesCoca-Cola’s CEO has said the company is watching closely for consumer behaviour changes, as it reports a 12% jump in net revenue.
Coke CMO: Effectiveness is about engaging consumers in ‘radically different’ ways
Michaela JeffersonEffectiveness, alongside portfolio and innovation, will play a key role in Coca-Cola’s marketing transformation, according to CMO Manolo Arroyo.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.