With the global roll out of its one brand strategy, Coca-Cola is making its “biggest strategic change in the history of the company”, according to the brand’s CMO Marcos de Quinto. Yet its biggest challenge is not a marketing one but an industry one – how to overcome declining consumption amid growing concerns over sugar.
Britvic is determined to adapt to current changes in consumer demand for healthier soft drinks, as it seeks to reduce the average number of calories in its products further in 2016 and launch more brand campaigns pushing its health credentials.
Coca-Cola has created a series of ads using the ‘Taste the feeling’ strapline as part of its new ‘One Brand’ marketing strategy.
From nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.
We may be in the middle of a third lockdown, which has undoubtedly set back the job market once more, but make sure you’re ready and well placed for future opportunities as they will arise.
Mark Ritson, Helen Edwards and CMOs from Nationwide and KFC confirmed for a new March event called The Bottom Line that will deliver insight into what marketers should spend their time and money on.
Former Costa Coffee CMO Sarah Barron has been appointed to lead the restructured team, filling the role which has been vacant since ex-McDonald’s marketer Emily Somers departed last March.