Coca-Cola is launching its first global marketing campaign in more than a decade as it takes its ‘One Brand’ strategy global with the introduction of the new ‘Taste the Feeling’ strapline.
While Coca-Cola says it is too early to tell if its one brand strategy is working, early sales figures suggest the soft drinks maker has experienced a boost from its shift to showcase all its variants under its masterbrand.
As Coca-Cola kicks of its sixth year of partnership with the Rugby World Cup, GB marketing director Bobby Brittain tells Marketing Week how sponsorship will look in the company’s future under the ‘one brand strategy’ it introduced earlier this year.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Marketing Week has selected the top 12 marketing campaigns of 2023 and now it’s time to vote for your favourite.
Leslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.