Why Diet Coke’s ‘ultimate goal’ is connecting with loyal customers
Niamh CarrollDiet 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 ups marketing spend to ‘earn’ higher prices
Molly InnesCoca-Cola’s CEO has said the company is watching closely for consumer behaviour changes, as it reports a 12% jump in net revenue.
Coke CMO: Effectiveness is about engaging consumers in ‘radically different’ ways
Michaela JeffersonEffectiveness, alongside portfolio and innovation, will play a key role in Coca-Cola’s marketing transformation, according to CMO Manolo Arroyo.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-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 marketers add innovation to ‘primary focus’
Niamh CarrollCoca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
Coca-Cola makes metaverse play with new innovation platform
Charlotte RogersWith 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 claims revamped marketing model is already delivering ‘strong results’
Matthew ValentineCoca-Cola has committed to increasing consumer marketing spend to pre-pandemic levels, having already “significantly stepped up” investment compared to last year.
Christmas advertising is drowning in marketers’ fake tears
Mark RitsonChristmas 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.
How Coca-Cola’s online to offline strategy is helping to drive brand growth
Manny PhamAfter 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.
Coca-Cola launches first Christmas campaign under ‘Real Magic’ brand platform
Michaela JeffersonCoke 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 unveils new marketing model built to drive long-term growth
Manny PhamCoca-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.
Coca-Cola demands its brands ‘earn the right’ to raise prices
Manny PhamCoke 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.
How Coca-Cola maintained ‘human-centric’ insight throughout the pandemic
Manny PhamCoca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
Coca-Cola to shift focus from broadcast to experiences under new brand platform
Matthew ValentineCoke’s new tagline ‘Real Magic’ marks the first new global brand platform since 2016, as the company promises changes in the way it communicates.
Coke dials back Olympics push as it targets return to pre-Covid spending
Manny PhamSpurred 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.