The 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”.
After 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.
Threatening 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 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.
At 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.
From 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.
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Coca-Cola is shifting focus away from M&A and small innovations, and prioritising ecommerce as it looks to seek out opportunities despite Covid-19.
Coca-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.
Coca-Cola is changing the way it thinks about innovation, with marketers looking at new products through instinct before factoring in brands.
Coca-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.
Falling in love with the pace and energy of FMCG helped kickstart a diverse marketing career for John Luck, which has spanned everything from Coca-Cola and premium biscuits to breast implants and sponsoring the League Cup.
As Coca-Cola gets rid of the chief growth officer in favour of a CMO, are we now likely to see other companies follow suit?
In the next installment of Marketing Week’s look back at the moments that defined the decade, we examine the rise of effectiveness, the dawn of Uber and the Netflix effect.
Coca-Cola is scrapping the chief growth officer title it introduced in 2017 and going back to having a global CMO, albeit one that is now also in charge of operations.