From a bold new marketing strategy for the Coca-Cola Trademark, to investments in emerging beverage categories, to major sustainability milestones, The Coca-Cola Company made more than a few headlines this year.
Before we officially turn the page to 2017, here's a look back at 16 noteworthy Coke stories from 2016:
'One Brand' Marketing Strategy, Global Ad Campaign Unite Coke Trademark
Marking a significant shift in its marketing strategy, Coca-Cola
It seemed as though Leo Manzano waited until the final seconds of his race at the London 2012 Olympic London to put on a show. During the final stretch of his 1,500-meter race, the 5'5” Manzano wove through a cluster of taller and lankier runners, storming ahead from the very back of the field to claim the silver medal.
“I started working on that finishing kick in high school, but it’s something you continue developing,” Manzano told a crowd at a
You could say the apple doesn’t fall far from the tree for Frank Chamizo and his father, Pavel Chamizo, a Coca-Cola North America bulk driver in College Park, Ga. But a better phrase might be a chip off the old block.
Because in Olympic freestyle wrestling, a “fall” is the same thing as being pinned – or losing. And lately, the younger Chamizo has enjoyed tremendous success as a freestyle wrestler, including his most recent triumph when
Coca-Cola has retained the No. 3 spot on Interbrand's annual Best Global Brands ranking for the fourth consecutive year, with an estimated value of $73.1 billion.
Product and packaging innovations play a big role in that value, as do refreshing experiences the brand provides fans, according to the 2016 report released today. Interbrand cited JourneyxJourney cross-country storytelling road trip as an example of a creative way to link Coca-Cola
Each time world-class wheelchair racer Tatyana McFadden crosses a finish line, she makes sure to smile and wave.
Whether she’s winning another Paralympic Games gold medal or a road race, the routine is the same. McFadden turns her attention toward the press photographer section, where her mother, Deborah, is stationed.
“She has this whistle she does,” McFadden said, mimicking her mother with two fingers. “So I know where she is at all times.”
Coca-Cola gamified its global anthem this summer by teaming with Ubisoft and its top-selling “Just Dance” video game to get fans around the world moving to “Taste the Feeling”.
The partners released a “Just Dance” choreography map with specially designed moves for the song by Avicii and featuring singer Conrad Sewell.
Fans then had the chance to be featured in an official “Just Dance” community remix of “Taste the Feeling”. More than 2,300 players
Team USA swimmer Missy Franklin visited Atlanta last week to greet winners of the Minute Maid #doingood promotion, which invited fans of the brand to share how a parent in their life is #doingood. Franklin – who’s featured alongside her parents in a Minute Maid tearjerker – selected five winners to join her for a private breakfast. We caught up with the affable 21-year-old athlete the next morning for a conversation about the Rio 2016 Olympic Games,
The hoop is still 10 feet from the floor, but the reachable height for dunking and blocking the ball is much higher for wheelchair basketball players. But distance is no obstacle for this group of determined athletes, with their muscular arms, extraordinary moves with outstanding equipment. They push with speed and agility, and dribble and shoot with skill.
This is wheelchair basketball. Prepare to be astonished.
The United States and Iran
Former ballet dancer Cassi Abranches is the choreographer behind the stunning opening ceremony of the Rio 2016 Paralympic Games. The Sept. 7 event at Maracanã Stadium featured a meticulously directed army of 2,000 performers and volunteers, as well as two dance companies uniting wheelchair and non-wheelchair dancers.
Coca-Cola Journey Brasil caught up with the São Paulo-based choreographer from the Grupo Corpo Dance Company a few days before the
The Olympic stadium in Amsterdam has special significance for Coca-Cola. It was here that the company sponsored its first Olympic Games in 1928 and where it introduced the refreshing taste of Coca-Cola to Dutch consumers. So it's fitting that the iconic stadium is now housing the "1928 Room", a new long-term exhibition celebrating Coca-Cola's Olympic legacy and the role the Netherlands plays in this most special and enduring partnership.