Despite the launch of its much-hyped ‘One Brand’ strategy and a multimillion-pound push for its ‘Taste the Feeling’ marketing campaign, Coca-Cola sales are declining as it faces dramatic shifts in consumer habits and growing concerns around sugar.
All the marketing news, analysis, opinions and ad campaigns from Coca-Cola.
As Coca-Cola launches its first global marketing campaign in more than a decade with a new strapline, ‘Taste The Feeling’, its CMO Marcos de Quinto reflects on why now is the right time to take the ‘One Brand’ strategy global.
A year since Coca-Cola launched Coke Life the brand has built up a loyal group of core buyers but questions remain over whether sales have been high enough for Coca-Cola and what impact the ‘one brand’ marketing strategy introduced earlier this year has had.
Coca-Cola says early data on its ‘One Brand’ strategy and ‘Taste the Feeling’ campaign show “green shoots”, having grown both retail sales and the overall Coca-Cola brand.
Coca-Cola’s new marketing director for the UK and Ireland Aedamar Howlett tells Marketing Week how it keeps surprising people with its 21-year old ‘Holidays Are Coming’ campaign.
With Amazon unveiling its bid to revolutionise the supermarket, Coca-Cola putting a fresh spin on Christmas and Lidl winning plaudits for its TV turkeys, here are five of this week’s biggest marketing stories.
Coca-Cola’s online communications director for Western Europe, Stanislas Magniant, on how to measure the success of content marketing and the challenges it raises.
The importance of content marketing continues to rise for many brands but knowing how to measure effectiveness remains an issue.
A focus on “more and better” marketing, innovation and individual categories will be key to future success, Coca-Cola says.
Outgoing Coca-Cola GB marketing director Bobby Brittain has admitted being an Olympic sponsor isn’t an easy ride despite the brand’s strong performance at the recent Rio Games.
Coca-Cola Zero Sugar saw the greatest rise in ad awareness of any brand in August, according to new YouGov data.
From Malibu’s new connected bottle to ad agency changes for Sainsbury’s and M&S, it has been a busy week in the world of marketing. Here are five of this week’s biggest stories.
Coca-Cola’s UK marketing boss Bobby Brittain has left the business after more than 12 years at the soft drinks brand.
Team GB is turning the traditional sponsorship model on its head, instead forging collaborative brand partnerships, says head of marketing Leah Davis.
From Twitter kicking off a new campaign to lure in users and battle falling revenues to McDonald’s using Pokémon Go to boost the business, it has been a busy week in the world of marketing. Here are the five things you need to know.
Coca-Cola Life sales more than halved in the first six months of 2016, but Coca-Cola insists the variant “was never intended to be more than a niche”.
With the Coca-Cola Zero Sugar launch, M&S’s falling fashion sales, Gap’s “digital delirium” and more on the marketing aftermath of the UK’s decision to leave the EU, these are the five stories that mattered this week.
Kinnerton Confectionary Limited
As Coca-Cola rolls out its biggest marketing investment in a decade with the Coca-Cola Zero Sugar campaign launch, the brand’s GB marketing director Bobby Brittain tells Marketing Week how it aims to influence consumers to make healthier choices while staying at the forefront of marketing.
Coca-Cola unveiled its new Coca-Cola Zero Sugar product earlier this week as part of a £10m campaign, but Coca-Cola’s GB marketing director Bobby Brittain insists the launch won’t be at the detriment of its Coke Life variant.
Coca-Cola GB is launching a £10m campaign to promote Coca-Cola Zero Sugar, marking its biggest marketing investment in a new product launch in a decade, as it looks to actively promote moderation and reduce consumers’ sugar consumption.
As Coca-Cola launches the new ‘CokeTV’ YouTube channel in a bid to connect with millennials, experts have warned the service it must prioritise authenticity or risk alienating young people.
Coca-Cola is launching a new YouTube channel CokeTV today (1 July), featuring what it describes as “entertaining and authentic” content from popular YouTube vloggers in a bid to connect with more young adults across the UK.
At the close of the Euro 2016 group stage, Orange was the most effective sponsor according to the latest Brand Agility Index study by PR firm Waggener Edstrom Communications [WE].
With the UEFA European Championship 2016 kicking off today (10 June), brands including Carlsberg, Coca Cola, Betfred and The Sun tell Marketing Week why a mix of integrated digital campaigns and a tongue-in-cheek approach to advertising will be crucial to achieving cut through during the tournament.
Coca-Cola has once again waded into the sugar-tax debate as Leendert den Hollander, VP and general manager of Coca-Cola Enterprises, defended the soft drinks industry.
Despite being ridiculed, Coca-Cola has made the right branding move by using its red circle logo as a visual code on the cans of all its product variants, but with fizzy drinks declining it’s no more than delaying the inevitable.
In a week that has seen Pret A Manger launch a veggie-only shop and Coke invest £10m in revamping Coke Zero, we line up five of this week’s biggest marketing stories.
As Coca-Cola extends its ‘one brand’ strategy to packaging it needs to make sure consumers still understand the difference between its products and that it doesn’t lose any brand love.