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.
The beverage giant revealed revenue was down 11% in 2020, but maintains a positive outlook for a resumption in pre-pandemic marketing investment as vaccines are rolled out globally.
Coca-Cola’s chief financial officer explains how the company is balancing leveraging scale with more ‘intimate’ marketing efforts.
The 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.
In 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 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.
Coca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
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”.