Coca-Cola promotes internally for new UK marketing director
Grace GollaschElodie Peribere will lead UK marketing operations, replacing Louise Maugest who has joined the Coca-Cola Trademark European team as senior director.
Coca-Cola refines innovation process to make ‘bigger and bolder’ marketing bets
Matthew ValentineCoca-Cola CEO James Quincy says investments in tech are beginning to pay off, while its Studio X agency teams are enabling it to produce tailored content at speed and scale.
Coca-Cola creative strategy lead: Consistency is our ‘secret recipe’
Niamh CarrollCoca-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.
Diet Coke returns to personalisation with new look cans
Niamh CarrollDiet Coke is rolling out cans and bottles featuring 150 names, in a move similar to Coca-Cola’s ‘Share a Coke’ campaign from over a decade ago.
Coca-Cola global CMO: AI will completely reshape marketing
Charlotte RogersSome 90% of Coke’s experiments with AI are focused on driving topline growth and effectiveness, says global CMO Manolo Arroyo.
‘Planned for the unplanned’: Coca-Cola on resolving ‘tensions’ with ready-to-drink push
Ellen HammettThe drinks giant’s new partnership with Absolut is taking a different creative approach focused on easing a ‘tension’ arising in Gen Z and millennials.
Coca-Cola: The future is ‘AI meets human ingenuity’
Charlotte RogersA mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
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.
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