Coca-Cola creative strategy lead: Consistency is our ‘secret recipe’
Coca-Cola is a brand that stays “grounded” in its values, and does not compromise simply because a “trend” comes along, says global vice-president for creative strategy and content, Islam ElDessouky.
Coca-Cola is a brand prepared to evolve its “how”, meaning its way of activating, but not its “what”, its core values, says its global vice-president for creative strategy and content, Islam ElDessouky.
“The actual secret recipe of Coke is consistency,” he says.
ElDessouky is speaking to Marketing Week as the brand gears up for the Paris Olympics. It is the longest-running partner of the games, having sponsored every edition since 1928. In this long-running partnership, Coca-Cola brings “freshness” by the way in which it activates, rather than in the values it shares, says ElDessouky.
