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.
After running a number of experiments during the pandemic, Coca-Cola is planning to drive growth with a new direct-to-consumer ecommerce platform and stronger B2B relationships.
Coke is looking to celebrate community and inclusion this Christmas using the ‘Real Magic’ brand platform, which it launched in September as part of a drive to change the way it communicates with consumers.
Coca-Cola is revamping its agency model to prevent siloing and allow the business to launch more integrated campaigns that touch consumer passion points at speed.
Coke believes its brands should prove they are worth their price, as the beverage giant promises to “improve” the quality of its marketing investment by taking a more targeted approach.
Coca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
Coke’s new tagline ‘Real Magic’ marks the first new global brand platform since 2016, as the company promises changes in the way it communicates.
Spurred on by a 42% increase in revenue, Coca-Cola is poised to double spend on consumer-facing activities, while at the same time dialling back its physical marketing activations around the Tokyo 2020 Olympic Games.
Our trusty columnist has been away for the past 10 weeks teaching the Mini MBA in Marketing and Mini MBA in Brand Management to 3,000 marketers across more than 40 countries. With class over and fresh from winning the PPA Columnist of the Year award, he returns with his own take on the Ronaldo Coca-Cola incident.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Adidas channels ‘rebellious spirit’ for new campaign Adidas is on a mission to make consumers feel optimistic. The brand itself has plenty to look forward to with the rescheduled Olympics and Euro 2020 tournament on the horizon. The summer of sport aside, the sportswear giant also has some pretty hefty targets of its own. Adidas […]
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.
The beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Coca-Cola has enlisted Tyler, The Creator for its latest campaign which looks to highlight the “indescribable” feeling drinking a Coke creates, while showcasing the redesigned Coca-Cola Zero Sugar pack.