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.
RIO DE JANEIRO – As the world’s top athletes set their sights on winning gold, senior leaders from Coca-Cola and 80 of the world’s top retailers gathered just a few miles away with the equally ambitious mission of winning the hearts and minds of consumers in a fast-moving industry.
In his opening remarks at the Coca-Cola Retailing Research Councils global summit, Coca-Cola President and COO James Quincey explored the challenges and opportunities
RIO DE JANEIRO – Coca-Cola Brazil trained 15 young people from low-income favelas to support the company’s on-site hospitality program and venue operations during the Rio 2016 Olympic Games, giving them valuable work experience and a once-in-a-lifetime opportunity to be part of the Olympic Games in their home city.
Coletivo Events – part of the broader Coletivo Coca-Cola initiative – included two weeks of behavioral training and hands-on learning
Many of her co-workers don’t know it, but Erika Von Heiland Strader has been closer to Olympic action than just about anyone they’re likely to meet.
In fact, she's been under the bright lights herself. Twice.
Von Heiland Strader, director of community marketing at Coca-Cola North America, represented the United States badminton team in two consecutive Olympic Games – 1992 in Barcelona and 1996 in Atlanta. As the 2016 Summer Games in Rio de