Brands 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.
Despite 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 plans to drive both affordability and premiumisation to cater to different consumer needs and create growth in a ‘dynamic’ macroeconomic environment.
According to YouGov’s BrandIndex, Fanta’s brand was superior to Lilt’s on all key measures in 2022.
Coca-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.
The drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
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.
Diet 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’s CEO has said the company is watching closely for consumer behaviour changes, as it reports a 12% jump in net revenue.
Effectiveness, alongside portfolio and innovation, will play a key role in Coca-Cola’s marketing transformation, according to CMO Manolo Arroyo.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
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.
With its first flavour imagining what space might taste like, the Coca-Cola Creations platform will focus on limited-edition product innovations and digital-first experiences.
Coca-Cola has committed to increasing consumer marketing spend to pre-pandemic levels, having already “significantly stepped up” investment compared to last year.
Christmas 2021 is shaping up to be an exercise in hyper-emotional brand bullshit, with Coca-Cola even choosing to edit itself out of its own campaign. But don’t worry, the holidays are still coming.