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.
Supporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
We arm you with all the numbers you need to tackle the week ahead.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.