Coca-Cola has ‘reinvented’ the way it does marketing to be fit for the modern world, while delivering on effectiveness and efficiency, its CFO claims.
Making small improvements across every lever of the business is how a company like Coca-Cola will drive growth going forward, says its incoming CEO.
Coke has expanded its CMO remit and appointed a former marketer as its first chief digital officer as part of a broader leadership shake-up.
M&S and Coca-Cola rank highest for branded recognition, according to data from Ipsos.
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The brand created an AI-generated version of its 30-year-old Christmas ad in 2024, and has made a new version for the 2025 festive season.
The Coca-Cola Company is banking on product and packaging innovations to help it continue to drive growth against a stagnant economic background.
While growth remains “the effectiveness output”, the means to achieve it has changed, explains Coca-Cola senior director Nisa Genc.
In addition to headliners Mary Portas OBE and Matthew Syed, delegates can expect to hear from marketing heavyweights from brands including Coca-Cola, Monzo, PwC and more at this year’s Festival.
The Coca-Cola Company says its personalised pack campaign, which returned earlier this year, is driving single-serve transactions, despite an overall fall in volume sales for the trademark.
Rather than leaning into its global or American status, Coca-Cola is seeking to emphasise its brands’ “localness” as geopolitical tensions rise.
Coca-Cola used AI to recreate its famous ‘Holidays Are Coming’ ad at a tenth of what it would have cost previously.
In the latest episode, we explore the rate of restructures, ask what’s in a name when it comes to WHSmith and explore the value of personalisation courtesy of Coke.
Coca-Cola constantly churns out great financial results, but there’s no secret to its success other than consistent marketing excellence on every level.
First launched in 2011, the personalised packs delivered a sales uplift and engaged more young consumers, something Coke will be hoping to replicate.