In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
Coca-Cola is launching a marketing campaign to encourage people to recycle its bottles as it attempts to reduce its environmental impact.
Diet Coke’s new campaign ‘You Do You’ sees grannies enter the world of dating apps as it looks to target both loyal drinkers and ‘a new wave of fans’.
Coca-Cola’s Walter Susini has no regrets about his career, but he does believe there are certain things he could have broached earlier that might have changed his professional trajectory.
Coca-Cola is hoping a marketing campaign featuring a giant animated tongue will help evoke positive memories of the drink and drive up sales over the crucial summer period.
Rather than fighting against it, brands can use social and the power of crowds as a testing ground for new ideas.
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Brands are increasingly thinking outside the box with fresh ideas to bring teams together, but will a new focus on cross-functional innovation within these teams lead to a better response to consumer needs?
Coca-Cola is promoting new flavours of Diet Coke including ‘Twisted Strawberry’ and ‘Exotic Mango’ in a tongue-in-cheek campaign.
Costa promises its ready-to drink product contains 30% less sugar than most competitors’ offerings as it looks to make use of Costa’s “coffee expertise” and Coca-Cola’s “scale and marketing expertise”.
The company has promoted Kris Robbens, currently its western Europe brand director, to the top marketing job in Great Britain as it looks to do more product launches to keep up with changing consumer habits.
Coca-Cola’s Signature Mixers range marks the first time the brand has expanded into the alcohol space and taps into the growing premium mixer market.
Coca-Cola’s CEO James Quincey said “blurring category lines” is allowing the company to innovate in different areas.
Coca-Cola is ramping up new product launches as it brings its mineral drink Aquarius to the UK.
Coca-Cola Energy, which will launch in the UK in the spring, is part of the company’s continuing commitment to branch out from its core fizzy drinks category to become ‘a total-beverage company’.