Coca-Cola: To avoid getting stuck in a ‘marketing bubble’ marketers have got to listen
Grace GollaschCoca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
Coca-Cola CEO: Renovation of existing products can be as impactful as innovation
Niamh CarrollCoca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Coca-Cola CEO: Key to growth is matching consumer desires
Niamh CarrollIdentifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.
‘A bet for the future’: Zero Sugar’s role in driving growth for Coca-Cola
Niamh CarrollCoke Zero Sugar provides an opportunity for the trademark brand to reach a new set of consumers and provides existing drinkers with the choice to enjoy the product over more occasions, says senior director of global strategy, Oana Vlad.
Coca-Cola CEO: Innovation is serving as a ‘competitive advantage’
Niamh CarrollInnovation contributed 30% of gross profit growth in 2023 CEO James Quincey told investors, claiming a focus on “taste superiority” was ensuring its success.
Sprite scraps labels from bottles in new trial
Niamh CarrollThe trial, designed to make recycling simpler, “could contribute to longer-term changes to the way brands communicate with their consumers”, says Coca-Cola Europe marketing vice-president, Javier Meza.
Coca-Cola on the strategy behind its first portfolio ad
Niamh CarrollNew Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
Coca-Cola scores ‘double-whammy’ in Christmas ad effectiveness
Niamh CarrollCoca-Cola’s 2023 Christmas ad ‘The World Needs More Santas’ and its 1995 classic ‘Holidays are Coming’, both achieved “exceptional” scores on System1’s ad effectiveness ranking. However, Holidays are Coming reigns supreme, beating the 2023 ad and achieving the highest possible score.
Coca-Cola wants to create ‘a big TV moment’ with Christmas ad focusing on kindness
Niamh CarrollKindness is one of Coca-Cola’s “core values” and is this year the focus of its Christmas campaign.
Coca-Cola CEO: Marketing acts as a ‘motor’ to drive financial results
Niamh CarrollCoca-Cola does not classify marketing spend as a “drag” on margins but rather part of its strategy to tap into growth opportunities, said CEO James Quincey.
Coca-Cola CEO: Knowing ‘what not to prioritise’ is just as important for growth
Niamh CarrollEnhanced data capabilities have enabled Coca-Cola to understand better where and how its growth is generated, CEO James Quincey says.
Coca-Cola credits ‘world class marketing’ as it ups growth forecast
Niamh CarrollThe soft drinks giant credits work on lowering entry points through price-pack architecture and digitised B2B platforms after raising organic revenue forecast for 2023.
Sprite made biggest household penetration gains of any FMCG brand in 2022
Niamh CarrollAround half of FMCG brands grew in value in 2022, with 88% of those who grew also seeing increased penetration in the year, according to Kantar report.
Coca-Cola recovers top 10 global brand status
Molly InnesIncreased marketing spend and innovation have helped the Coca-Cola brand return to the top 10 in Kantar’s most valuable brands list for the first time in 8 years.
Coca-Cola: ‘Staying with the consumer’ has been crucial to combating inflation
Niamh CarrollCoca-Cola’s marketing has become much more digital, which is helping to attract previously hard-to-get consumers to its brands, CEO James Quincey claimed.