Why Coca-Cola used 2020 as a ‘catalyst for spring cleaning’
Molly FlemingCoca-Cola’s chief financial officer explains how the company is balancing leveraging scale with more ‘intimate’ marketing efforts.
Coca-Cola crowned this year’s most effective Christmas ad
Sarah VizardThe combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
Coke’s marketing boss on Christmas, brand culls and what makes a good marketer
Molly FlemingIn an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
Coca-Cola launches Christmas ad as it cancels annual truck tour
Molly FlemingCoca-Cola is celebrating 100 years of Christmas ads with a campaign encouraging people to be more present that will run alongside its ‘Holidays Are Coming’ messaging.
Coke on how cutting brands will lead to stronger innovation
Molly FlemingCoca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
Coca-Cola restructures marketing to ‘drive more growth’
Sarah VizardThe changes will see Coca-Cola create five global categories that it hopes will lead a prioritisation of strong brands and innovation, as well as shifting its marketing execution “closer to customers and consumers”.
Coca-Cola ends ad spend hiatus with campaign calling for a ‘better normal’
Charlotte RogersAfter pausing all advertising in April due to the coronavius crisis, Coca-Cola is back with a new campaign advocating for a better life post-pandemic and a package of marketing support for the hospitality sector.
Avoiding the long, slow death: How Coca-Cola’s brand cull will help it bounce back from Covid-19
Molly FlemingThreatening to cut up to 200 ‘zombie’ brands might sound drastic but coronavirus provides companies with the opportunity to scrutinise their financials and clarify their strategies, if they are willing to take it.
Coca-Cola to cut ‘zombie brands’ as it looks to ‘weed out’ the poor performers
Molly FlemingCoca-Cola has promised to weed out brands that are not working and streamline its innovation pipeline as it looks to recover from the pandemic faster than its competitors and the global economy.
Coca-Cola, customer journeys, reopening post-lockdown: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the behavioural science challenge of reopening in a pandemic, to making sure charitable work is not forgotten when attention is elsewhere, it’s been another busy week. Here’s my take.
Coke, AB InBev, British Heart Foundation: 5 things that mattered this week and why
Marketing Week ReportersFrom Coca-Cola laying out its plans for post-lockdown recovery to AB InBev launching an app to educate consumers about the beauty of beer, catch up on all this week’s biggest marketing news.
Coca-Cola lays out its post-Covid plan as it promises to ‘emerge stronger’
Molly FlemingCoca-Cola is shifting focus away from M&A and small innovations, and prioritising ecommerce as it looks to seek out opportunities despite Covid-19.
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Coca-Cola ‘pauses’ marketing spend over ‘lack of ROI’
Molly FlemingCoca-Cola says marketing investment in brands has “limited effectiveness” while people are in lockdown due to the coronavirus pandemic, although it is moving some spend into digital.
Why Coca-Cola is getting ‘out of the cage of the brand’ to foster innovation
Molly FlemingCoca-Cola is changing the way it thinks about innovation, with marketers looking at new products through instinct before factoring in brands.
Coca-Cola introduces new brand platform as it vows to take a stand on social issues
Molly FlemingCoca-Cola is launching a new brand purpose, ‘Better when we’re open’, in Europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view.